The Truth Hurts.
The Truth Rights.
The Truth Defends.
The Truth Mends.
The Truth Reminds.
The Truth Surprises.
The Truth Destroys.
The Truth Endears.
The Truth Screams.
The Truth Liberates.
The Truth is Revolutionary.
"In times of universal deceit, telling the truth is a revolutionary act." Thus spake George Orwell.
Strategic planners in advertising are the ones who tell the truth about the people in the brief. In an increasingly superficial and fairly repetitive land of briefs, refreshing truths seem very revolutionary!
But, the truth is not obvious, nor is it easy to find. Hence, it must be uncovered. The truth is, that the truth is out there, and not on Google or on some machine. Ever wondered why birds stay in the same place when they can fly anywhere on the earth?
It's a jungle of brands out there, and the truth isn't always obvious or easy to find. Speaking of jungles, the lion is one of my favourite creatures (doesn't have everything to do with me being a Leo; trust me!).
Now, to echo the thoughts of Jim Stengel (CMO of P&G), if you want to study a lion at its truest, where do you go? You don't go to the zoo or to made-up nature parks. You don't pat the lion and expect him to behave the way he would naturally, if he is surrounded by coffee, soft drinks, cookies and moderators. You understand his behavior the best when he is out there in the wild, in his natural environment, at his best, with his loved ones doing the things he likes, and in his extremes, with strangers, sometimes at his ugliest...
The Truth Rights.
The Truth Defends.
The Truth Mends.
The Truth Reminds.
The Truth Surprises.
The Truth Destroys.
The Truth Endears.
The Truth Screams.
The Truth Liberates.
The Truth is Revolutionary.
"In times of universal deceit, telling the truth is a revolutionary act." Thus spake George Orwell.
Strategic planners in advertising are the ones who tell the truth about the people in the brief. In an increasingly superficial and fairly repetitive land of briefs, refreshing truths seem very revolutionary!
But, the truth is not obvious, nor is it easy to find. Hence, it must be uncovered. The truth is, that the truth is out there, and not on Google or on some machine. Ever wondered why birds stay in the same place when they can fly anywhere on the earth?
It's a jungle of brands out there, and the truth isn't always obvious or easy to find. Speaking of jungles, the lion is one of my favourite creatures (doesn't have everything to do with me being a Leo; trust me!).
Now, to echo the thoughts of Jim Stengel (CMO of P&G), if you want to study a lion at its truest, where do you go? You don't go to the zoo or to made-up nature parks. You don't pat the lion and expect him to behave the way he would naturally, if he is surrounded by coffee, soft drinks, cookies and moderators. You understand his behavior the best when he is out there in the wild, in his natural environment, at his best, with his loved ones doing the things he likes, and in his extremes, with strangers, sometimes at his ugliest...
For all you gamers out there, who have played Assassin's Creed III, you would've placed yourself in the shoes of the leading Assassin, Connor Kenway hunting for game in the great wilderness.
Once he has observed the prey he is about to kill, he doesn't just chase it blindly. He follows it, he tracks it thoroughly, through the forests in the great frontier. It's a difficult chase, it's not your one size fits all type of chase. Then once he's set on the prey and knows what he wants to do with it, he sets the plan, he designs the path that's specifically suited for that prey. And then he goes for the kill and gets the meat he needs to survive in the game. He doesn't go to one of those roadside inns for food for his survival. He does so in the wild.
Being a strategic planner in today's jungle of brands and advertising, means being a hunter in that very jungle to uncover untold truths. And I don't mean people watching. It's about being more active. It's about setting the bait, testing behavior, challenging them, hurting them, reminding them, mending them, surprising them, defending them, liberating them... design a plan that fits all types of game and all types of chases.
And become the master hunter.
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