Well I've been taking a hiatus from the account planning thing. I got discouraged about one of the brand manifesto I was working on. VW basically has stumped me!!
I am just now starting to work on it (VW) again. I can't figure out their brand essence from watching their commercials. I'm finding most automotive brands are extremely scattered.
One of my mentors has given me the answer, I haven't looked at it yet. I feel I need to figure it out for myself. He won't be coming to work with me when I get my account planning job. I really do appreciate him and Lynette. Like Lynette's says if this was easy, everyone would be doing it.