Tag Archive | brands
Using tools is part of a planner’s daily work and skill-set. Ever agency has a set of tools that are claimed to be unique but in most of the cases they are neither unique nor a secret. And as a good friend and planning colleague once said: “A fool with a tool is still a fool.” In general I am quite skeptical about tools although there are some that are really useful. During my time at Ogilvy, I came across many tools, that became part of my skillset. The Big Ideal is not necessarily unique but is one of those practical thinking exercises that help to define the essence of a brand.