Considered the most romantic holiday of the year, Valentine’s day is a chance for brands to create value for their businesses.

It’s that time of the year when fans, brands and consumers across America prepare anxiously for the nation’s biggest sporting event: the Super Bowl. On Sunday, Feb. 2, the annual championship game of the National Football League will draw the most diverse mix of viewers for a fun night of sport and entertainment.

The moment has come for us marketers to thoroughly plan out the objectives and strategies that will guide us over the next twelve months. We all know that consumers are growing increasingly skeptical of traditional marketing attempts and that, regardless of the nature of our business, we are facing a better informed and more demanding market.