Some of you may know this, some not. Media neutral planning is all about putting the communications idea at the centre of everything and making sure it is communicated consistently across all channels.
This stops a great idea on TV just being shoe horned into other platforms. But people are now questioning whether this model leads to a "shout loud enough and hopefully people will listen" approach.
For another view, check out Talent Imitates Genius Steals where he talks about transmedia - basically using each channel to tell a slightly different story, as opposed to above, which is the same story across all channels. Having different, tailored stories is designed to promote consumer engagement with the brand.
But what happens if your brand is fairly low interest? Like toilet paper, or cleaning fluid? How do you engage consumers emotionally with your brand?
Could be a load of hot air. Have a good weekend,