What's the difference between a consultant and a planner?
A consultant identifies and solves the business problem.
People will buy more crunchies if you make them cheaper, expand distribution and run POS promotions through the trade.
A planner identifies the human challenge.
People have forgotten crunchies are much more fun than chocolate bars, they explode in your mouth.
Clearly both roles are important, they just require different parts of the brain ... rather than necessarily different people.