Social Brand Planning

Abstract

Fundamental shifts in the ways consumers use the web have ushered in a new opportunity for brand planners. Armed with insights derived from social media, planners are putting the consumer at the heart of the brand's positioning and the business. Planning's role beyond marketing and communications, fast-moving cultural trends fuelled by the social web, and new sources of consumer insight have all contributed to a new definition of brand planning. A customer-centric approach to planning, or Social Brand Planning, is critical if we are to transform successfully the data and behaviour gleaned from social media into a competitive advantage for the business.