The most powerful cognitive trait on the planet is learning. Animal’s learn where to feed. Insects learn how to procreate. Children learn to associate pain with danger. Learning is everywhere. Except in brand strategy.
At What’s the Idea? learning is a fundie. It has been a peeve of mine for years that most advertising is about claim. Our cereal is tasty. Our bank service is excellent. Our insurance is 15% cheaper. The claims are selling advantages, but not learning. Learning requires that the brain processes something and comes to a conclusion. Learning takes up new space in the mind.
In grammar school students are more likely to remember something they process and logically understand, rather than something experienced through rote recitation. That’s why the What’s The Idea? brand strategy framework relies on proof planks. Proof of claim allows the brain to learn. It created critical thinking around a brand claim. It’s evidentiary.
Branding lasts when there is constant learning. When learning is refreshed. It’s a challenge, I know. But worth it.