Here’s a question you might hear from a financial company in a nightly news TV ad: “What are you saving for?” More likely than not the copy will answer the question with something about hopes and dreams.
Hopes and dreams. Hopes and dreams.
Advertising is filled with copy about intangibles. The most common words used in advertising today are words about intangibles. Touchy feelie brand planners care about emotions. They hunt them down. Happiness. Satisfaction. Healing. And therein lies the problem with many brand briefs. Briefs a card-carrying existentialist would pooh-pooh.
The best brand plans are built upon tangibles. Proofs.
When I tell a client they are getting brand strategy comprising “One claim and three proof planks,” they know what they’re buying. When some brand planners promise clients, a “voice,” “a personality” or “brand truth,” clients often scratch their heads.