When I was reviewing other planner's work this was the most common mistake.

More details on the GET/TO/BY brief format.
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If you are interested in seeing the strategy process from proactive brief to strategy then check out this strategy review with Savannah Simms.

You can…
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This is a great tool to ensure that you have a clear story through your strategy. Feel free to share your Jolly Rancher example in…
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Academy member Dipin allowed me to give feedback to his shopper strategy deck for Redd's Apple Ale. If you like these I might start to…
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Category Entry Points was one of those theories which forever changed the way I look at advertising. It's a helpful concept from Byron Sharp which…
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