The more I think about it, the more I think that communications planning is all about planning how to embed a brand's message in the way consumers and audiences entertain themselves.
Whether it is on TV, on radio, on the internet, on SNS sites, on CGC sites... It seems to me that it's all about creating great messages that flow with the mindset, the mood, the context of consumers at that point in time.
With this thought, brands could either disrupt the entertainment that audiences choose for themselves - or simply go with the flow.
