The main responsibility of strategic planners is to dive into the consumer’s mindset and understand how consumers feel and interact with the brand.

No matter what you’re creating, a single vision is fundamentally important. It is the driving force of every project.

Every project needs someone in charge with a crystal-clear vision.

Hegarty on Creativity by Sir John Hegaty of BBH

You should define a clear, concrete, and actionable objective.

‘Changing the mind of the consumer’ is too generic and isn’t active enough.

Brands need to know what precisely you want your consumer to do.