That Time of the Year

Its THAT time of the year again...

No, its not about celebrating birthdays, anniversaries, festivities...

Its the `Oh No' for most brand managers (at least in my company). For some, its the dreaded time of the year.

Its Brand Plan time. Period.

Its about pulling out ideas, cooking up ideas, and panning it out in a plan to take through for the next 12 months.

Its about trying to put together a bunch of analysis, assumptions and `predictive future' of the marketplace and how it impacts the brand.

Its about identifying market/niche opportunities, and how to drive and convert into something tangible (i.e. sales numbers).

Its about challenges, and how you come up with a way to face up to those challenges or to circumvent it/them.

Its about getting prepared to go in for the presentation, which might sometimes turned out to be a long grilling session , comprising of intensive questions and debates, and of which you have to be on your toes and in top form, to answer as best as you can.

Its about when you have to show that you know the GUTS about your business.

Its about `Oh no, not another new template this year", whereby every year there is almost certain that there will be a new template or format to present your plans.

Some would also argue that its the very essence of a marketer's job.

Its also about `Oh no, another year has passed by....so fast ah? "

That said, after so many years, gosh, I still hate brand plans month!