NORTHERN PLANNER

Don't seem to have blogged much (as if anyone cares). Largely because it's easy to fall into the trap wanting to write long-ish meaty thingumys with something to say, which is sort of wrong since blogs and stuff are really lots of little things sometimes punctuated with bigness. 

That's a little what brands that want to get all social and collaborative should be thinking about (starting why doing this adds to the bottom line of course).

By all means, have a big idea, in fact, please have one, but it's worth trying to avoid the 'single-minded' ghetto, you know, lots of big showpieces and 'grand narrative' and think about lots of little bits punctuated by occasional big bits. Some big bits to get people excited,  provoke them and pull them in, and little stuff to keep the conversation going.

If we're going to persist with the 'relationship' metaphor, let's be true to it and remember that all relationships  start with some spark that make you want to spend time with them. You keep it going from day to day, but every now and then, you need to make the extra effort to make it still feel special.

If every day of marriage was a romantic dinner for two and flowers on the bed, you'd never get the cleaning done and she'd be moaning about never getting the chance to watch Eastenders. But if every day was 20 minute pasta in front of the telly you'd get a bit bored.

Or something.