"But that's also why Planning is, these days at least, an utterly futile activity (and a very dull career).
The instructive paradox is this: the brands that planners really admire (Innocent, Apple, Nike, Starbucks) do not and have never needed Planners to tell them what they're about. And the brands that Planners actually get to work on (the Vodafones, HSBCs, and BTs of the world) do not and will never care about any of this high-falutin' brand stuff anyway.
So if you want to work on a cool brand, go and create one. Or, as a second best, work for one. But don't 'Plan' on one or hope you that you will have any real effect on the brand you Plan for. It is a (admittedly frequently amusing and entertaining) waste of time."
Visst finns det en poäng i den beska kommentaren.