December 2018

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Why Brand Strategy?

The brandstrategy framework used at What’s The Idea? is not an impenetrable membrane.  That is to say, it is not a wall that keeps out creative ideas and marketing executions. Sure, there may be some brand policing by brand manager, but brand strategy is not meant to create “the land of no.”  Think of brand strategy as a springboard for creative ideas. A place to start.

The What’s The Idea? framework comprises one claim and three proof planks.  A claim is a statement of value to a consumer; something they want. The stronger the want or need, the better the claim. As for the proof planks, they are exactly that. Proofs of claim. Proof planks are the foundation of brand stories. They create muscle memory for consumers as to why the claim is true.

The claim and proof array open the doors to creative thought, it doesn’t  close it. This is not untamed creative thought or “creative for creative’s sake,” but ideation based upon an organized selling strategy that builds brands.

Brand strategy organizes the creative mind.

Peace.       

 

 

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The first step in brand strategy is getting the product Is-Does right.  They ability to articulate what a product Is and what the product Does sounds easy, but it’s not.  I developed this simple concept while working at a tech startup where the product was a software as a service (SaaS) called Zude. Because the management team couldn’t get the Is-Does right, we failed.  

The term of art “elevator speech” is the result of an improper Is-Does.  If it takes an elevator ride to explain your product, you are little toasty.  iPhone was a phone, albeit a very functional phone.  If it was called a Newton (hee hee) it may not have survived.

Zude’s Is-Does was “the fastest easiest way to build (and manage) a website. The Is was “website builder” the Does was “fastest easiest.”  But the management team could not completely agree. The technologist, who understood code and features but not consumers, kept building until Zude was part video platform, part social network, part advertising company…you get the picture.

Get the Is-Does right and there may be an Is to build a brand around.

Peace.

 

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