"Honesty has a way of dissolving lies." 

Paulo Coelho (The Spy)

The most honest thing a marketer or brand manager or advertising planner can say is 'I don't know.' We don't really know if what we are trying to do will actually work until after it is done. This is a difficult burden to carry, especially when we are required to demonstrate confidence to win approval from our stakeholders, to build enthusiasm in our execution partners and to get the business results for our companies (and careers) to succeed.

Brand strategy is not an exact science with only one correct answer but we need to put some rigour into the process. I believe it works best when we have access to a diverse and opinionated extended team, each committed to the brand and determined for it to serve its consumers. 

As planners and strategists, we are taught to focus on deliverables - the consumer insight, the brand positioning, the creative brief, the research analysis. We argue over every word and debate various examples. Writing a document or developing a presentation is the easy part. The harder part is getting the outcomes we need.

My project process is designed around the four essential outcomes for every strategic deliverable. 

CLARITY comes from asking many questions, filling up the information gaps, bringing in new information and outside opinions. 

CREATIVITY comes from free flowing brainstorming, generating insights and ideas, opening up different perspectives and exploring ideas that have never been done before.

CONVICTION comes when there are many alternatives to compare, challenge and build on with the extended team.

CONSENSUS comes when everyone in the team has a chance to share their opinions, feel heard and have their concerns addressed. 

I see my role as the outside investigator - the one who can ask the stupid questions, who is not burdened by the past and who can help the brand team access their blind spots to unlock the potential they already have. 

When we are honest about our limitations, we work with more sincerity. We build better partnerships because we are not afraid to to ask for help or guidance when we need it. 

My Expertise

⇢ Consumer insights

⇢ Brand positioning and strategy

⇢ Communication development

(c) Divya Khanna