The boil down is what happens in my brand planning rigor after I feel I’ve collected enough data and information. Lately, I’ve been using Microsoft OneNote, to capture all the market info and links — a cool tool. When the boil down begins I am looking for proof and patterns.
I was reading an Op-Ed piece about Egypt yesterday and came across two pieces of proof that set me off onto insights – which lead to strategy. These two proofs were the increase in sale of police dogs to citizens and skyrocketing tour guide unemployment. Lawlessness and fear emerge as problematic outcomes of the unrest in Egypt. Proof informing strategy.
Good planners look to brand strategy that offers both claim and proof. Too much strategy today is all claim, little proof. Too much marketing, the same. And 90% of advertising is all claim, no proof. Ground up brand planning starts with collection of product strengths, consumer insights, competitive pressures, cultural biases and proclivities, and a deep search for insights and proof. Find the right proof and you are free to move about the brand craft. Peace.