10 yr digital strat who’s done some planning. Interviewing for strat director roles, but nervous I haven’t done enough brand planning to excel. Could be impostor syndrome, but would you take the leap?

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If you’ve done a 4C’s analysis, have read The Long and Short of It (or at least some of the IPA work) and understand basics like Value Props, Brand Equities, and how to build saliency > sales, you should be good to go.

Classic brand planning takes ~years~ and is rare to get the true opportunity because it requires consistency on that brand over time. The reality is with the churn out industry faces (on agency and client side), we don’t have much of the purity of it any more. So don’t fret.

Even if you ~don’t~ know - reading basics like Eat Your Greens or How Not To Plan will be great resources for you.

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@VP1 🙈💖

@OP ALSO my name is Rachel Mercer. I help lead Strategy at R/GA in New York.

If you’re interested, we have two Strategy Director roles open. Check the site or reach out to Paige McMullen.

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You can TOTALLY do it. I did. 75% of a brand strategist’s job nowadays is engagement. So you’re probably more qualified to do the work than some of your peers. No one strategist has it all. So don’t worry, jump in and just keep learning.

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Brand Planning is not brain surgery. If you have common sense you can transition into that role.

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Brandz meaningful different salient framework is very useful to organise a conversation around for brand building. Good luck.

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I think we need to know more.. how much brand planning have you done?

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