Planning for marketing planning: 14 steps to an effective presentation
“There is no consistency out there in the world of marketing to delineate between brand plans and marketing plans. Many younger marketers assume there are fixed rules, to which they are currently not a party, that nut all of this out in gratuitous detail. Trust me, no such guidelines exist. The practical reality of planning is that marketing plans and brand plans usually mean the same thing. The title you use comes down to the brand architecture of your company and not some hard-and-fast procedural rulebook.”