When I started on this field, it was called account planning or strategic planning.

Now its called brand strategy. Why?

We went from being a verb to a noun.

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Because this way you can be used to post rationalise other people’s thinking, rather than proactively used to make a plan

likeuplifting

Definitely agree with this vibe.

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brand strategy gives an increased false sense of influence over the work vs account planning which is all just execution

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Account planner or planner is always the best. Strategist as a close second. Brand strategist makes 0 sense because 99.9% of agency side planners don’t actually do any brand strategy - the clients tend to (or should be) responsible for it.

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Look into the origins of how it got the name account planning and you’ll realize the reframing makes more sense now

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I read Jon Steele's book so I'm aware that it was an account guy who paid attention to market research and extracted insights.

Today we still extract insights just from a variety of sources.

Now what?

Same same but different. Doesn’t make any f’ing difference.

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As a strategist, you’re overthinking it.

likefunny

Planning and Strategy are the same function.

It’s just a stylistic difference and people have been post-rationalising some kind of intrinsic distinction ever since.

It’s really just about what you think sounds better on LinkedIn.

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Because we do much more than planning now. Everything runs through brand strategy. Comms planning and calendars are a small part of the job.

Yes, I totally agree. However, there was a point in my career where strategic planning included most of what an engagement strategist does these days.

I used to feel more like a generalist than the specialist we are now (social strat, CRM strat, engagement strat) it's all brand strategy!

We've always been critical to brand building and launching products, but discipline fragmented.

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We do strategy for the brand. It's really all the same. I've even been a "brand planner" before.

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