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Showing posts from May, 2012

A jargon-free approach to brand planning.

Today I had the opportunity to be the guest speaker at Chapman University's Internet Communications class.   Cory O'Connor , the Assistant Professor who extended the invitation, knows a thing or two about shaping strong brands, having been Sr. VP for the Disney Channel, so I was honored to get the call. My goal was to outline a few themes that have bounced around this blog, particularly that marketing communications professionals should embrace marketing's new normal by eschewing tired distinctions between "online" and "offline", "traditional" vs "nontraditional", as well as my favorite old school term – "new media."  Further to my crusade to simplify planning by stamping out jargon, brand pyramids and Venn Diagrams, I also outlined my simple belief that what is true in life is true in marketing – i.e., they way in which we form personal relationships mirror how we form brand relationships. As always happens when I speak