The Planning Lab
Selected thoughts on advertising & branding from a planner in Stockholm.
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Sunday, August 17, 2008
Not just a bike
Aug 17, 2008 12:00:00 AM
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Is backwards engineering a bad thing?
In a previous post, Planning 101, a commenter from the client side remarked backtracked strategy is what makes planners lose respect. Here's what I think: The logic behind backwards-engineering a communications strategy after the creative process, is that some strategies,...
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