anticipating what is to come. In that our role has not changed; has been, is and will be an attribute that characterizes the planner.
The planner must provide more value than ever, orchestrating all solutions for new challenges, from consulting and defining the strategy to implementation and measurement.
The second reason mobile phone belgium is that financial language measures results at a different rate than strategy. The first by “quarters” and, to the second, by “lustrums”. Everything previously exposed supposes limitations to innovation and creativity. This, in turn, implies that the strategy, the first layer of a project, must think from the beginning in the short and long terms,
something that is totally possible, of course. I give a very recent example: during the first stage of confinement, many advertisers have communicated “brand campaigns”, including advertisers and sectors closely linked to the product campaign.
These campaigns Belgium Phone Number Database have moved metrics that are associated with classic brand KPIs (notoriety, consideration, improved perception …) but also with “short-term” metrics, such as purchase intention. I hope that our short-term nature does not make us forget the strength of branding, which also works in the short.
Can this short-termism kill off the big brands? And the new ones? Aren’t they losing the personality of the classics?
I do not believe it. The brand is a fundamental asset in any company, although it is true that in Spain we must work in this regard; According to “BrandPulse 2020”, for 46% of managers, the brand is a tactical asset, and that 65% of CEOs are responsible for its management.