Planners are intellectually curious about why people are motivated to do what they inherently. Planners are interested in culture, consumers and passionate about how the world works. They are edgy, tapped in, digitally focussed. A really interesting point; by working on your blog you are giving back to the community. Planners are the voice of the consumers. One brand means didn't things to different people, therefore it is a good thing for planners to be discriminatory! By being racist (kidding) discriminating about who belongs and believes in their brand will ultimately reject the bipolar opposite. Planners create a new reality and allow consumers to look at the world in a new way.