Insights

Insight is the most tangible product of a planner's thinking process.If you have a strong insight on hand, it will definitely lead to a impactful creative rendition.I do believe that insights can come from come from any part of the branding triangle of market, target and brand. An insight could come from a chat with salesman at the store or having lunch with target themselves.To be an insightful person one need to be passionate about the search of insights. As without a good insight a planner doesn't add value to business....more on insights