3 proof planks

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I have borrowed heavily from the political ranks for my brand strategy framework – referring to brand support as “planks.”  Planks are the keys to the organizing principle that is What’s The Idea’s secret sauce.

Smart politicians understand that their day job is to be all things to all people, but brilliant politicians know they must be a few big things to all people.  “It’s the economy stupid,” was one such plank of Bill Clinton’s 1992 election, coined by James Carville.

Ask most politicians or political runners today for their key messages, I’m sure you will get back at least one generic statement like “serving our constituents to make their lives better.”  As well-intended as this may be, it’s not a discrete plank.

Politicians and brand runners need to focus. Find a claim, find your three proof planks, then live your life in their duty.

Peace.

 

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Two days ago I promised to share some business metrics side-by-side with brand metrics, letting you decide which are more actionable?  I’ll make up a few business metrics and then use real life brand metrics from clients.

Business Metrics:

  • Increase percent of sales of services over hardware.
  • Reduce cost to acquire a customer.
  • Increase topline revenue by 6%.
  • Increase visitors to the website by 10%.

Brand Metrics:

  • Prove improved classroom design increases test scores.
  • Prove that digital security at the root level is more effective than the device level.
  • Prove global security is more effective when private and public sectors work together.
  • Prove commercial building maintenance is less costly when proactive rather than reactive.

Now you might argue that the business metrics seem like objectives and the brand metrics like strategies. But the simple fact is, these brand metrics are measurable. Brand strategy conflates obs and strats. Brand strategy drives the how. It’s a roadmap for the how. When you have a discrete how story (3 proof planks supporting one brand claim) you have clarity of business purpose.  

Brand strategy is not a color palette. Not a logo. Not a campaign. It’s a business winning organizing principle for product, experience and messaging.

Peace.

 

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