If you say it be it. If you say it prove it. If you say it do it. Branding words to live by.
Every brand needs a claim or promise. The power and relevance of the promise is why companies invest in a brand strategist. Sadly, many brand promises are simple ad taglines. The one that comes immediately to mind is Northwell Health’s “Go North.” It was developed, I believe, by JWT, NY as a smile at the end of each TV Ad. Luckily, Northwell CMO Ramon Soto, hasn’t used the line on signage, called a logo lock-up. Monigle, the Northwell re-brand agency, probably counseled so. They know the difference between a brand strategy and tagline.
Go North is not a promise. It’s not much of anything except perhaps a dose of name-onics, a term initially coined by NY ad shop Jordan Case McGrath (I think). Go North-Northwell, get it?
You can’t be north. You can’t prove north. And you certainly can’t do north.
I rant here today because I saw another Memorial Sloan Kettering Cancer Center ad over the weekend whose advertising tagline is actually a brand idea. And a good one. “More Science. Less Fear.” As good as MSKCC is at cancer, they are not good at brand strategy. The ad, a wonderful cure story testimonial, attempted to “prove” its more science claim with the words “groundbreaking treatment.” No explanation. As if potential cancer patient aren’t patient enough to read about a real treatment.
Be. Prove. Do.