Strategic Planning Builds Brands Through Real-Time Multitasking

Big ideas still rule

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Planners today need to be more like conductors able to decipher and orchestrate meaning, understanding and actionable plans from a discordant mix of tactile inputs, digital signals and cultural trends.

Illustration: Niv Bavarsky

Stock markets seem to move arbitrarily. The average tenure of a CMO is getting shorter and shorter; accounts are put into review seemingly as exercise. Brands can be buried by a PR scandal or immortalized serendipitously overnight as a result of the entrenched culture of social media.

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