Reflecting on the Past to Power Brighter Futures

Year after year, you think it can’t possibly be happening again already, but the five original and eight revised calendar invites don’t lie: it’s time for brand planning! There’s pre-work, there’s panic, there’s probably PowerPoint. And before you’ve had the chance to confirm your availability, you’re randomly placed in a small group of putative thought partners with whom you must share the conference room and sometimes a single Sharpie. Joining forces with Elaine from Accounting, you’ve got a few hours and a blank white board to answer some not-exactly-simple questions, like, How should we go to market? How can we change doctors’ minds? How should we change people’s lives? 


Here’s another big question: What if there was a better way? At Syneos Health, we think there is.


We’ve gathered points of view, experiences, and intel from more than a dozen seasoned marketing leaders from across our Syneos Health network of experts. Here, we’re aiming here to illuminate the flaws of the brand planning status quo, rethink what’s missing, and unpack how the chaptered brand planning approach from Syneos Health structurally redefines better and best. We’ve designed our chaptered 2020 Brand Planning approach from the ground up to elevate the experience and outputs, and ultimately make the whole process (relatively) easy. That way, brands can be conscious about what they’re deciding to leave behind as they pursue the areas of reflection—and decision—most important to them.


Read the Full Report Here

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