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Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.)
Brand strategy is integral to marketing. As such, all brand planners are marketers. As marketers we need to be look beyond the dashboard. Look at what’s next. The earth is not flat.
My night job is to wake up with new product ideas. Ideas that deliver on the brand strategy (one claim, three proof planks). If in consumables, I’m dreaming about making packaging more planet friendly. I was watching a YouTube video yesterday about shampoo bars that sell sans plastic bottle and cap. Come se Genius??
The growth of innovation labs, incubators and new product teams is a big thing today. In my humble if jaded opinion, no one is better able to crack an innovation opportunity than a brand planner – the person responsible for the care and feeding of the brand claim.
Tags: 1 claim 3 proof planks, beyond the dashboard, beyond the marketing dashboard, brand claim, brand memes, claim and proof, off piste marketing, off-piste, off-piste branding, one claim three proof planks, shampoo bars, whats the idea, whatstheidea, youtube"
Here’s an exercise for brand planners.
I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers.
Brand planners should ask themselves the same questions only with a slight modification at the end. What does the company want? What do the consumers want? And what does the brand want? The brand’s desires may not align with that of the company and could be a healthy source of exploratory tension.
The What’s The Idea? the brand strategy process plumbs consumer “care-abouts” and brand “good-ats.” The nexus of these qualities decides the brand claim and proof planks. But with the tripartite “What want?” approach, it may make the planner look at a new dimension. May.
Might be worth a try.
Tags: Brand claim and proof planks, brand good-ats, Brand Strategy, brand strategy rigor, care-abouts, care-abouts and good-ats, claim and proof, Consumer care-abouts, exercise for brand planners, good ats, good-ats and care-abouts, mao zedong, richard nixon, whats the idea, whatstheidea
Kylie Jenner’s makeup sold $420 million in 18 months with minimal advertising beyond her Instagram posts. Her lip kits and eyeshadow palettes, at one point, retailed for $27 and $42 respectively. At a street fair on Long Island teen girls were falling over themselves to buy the stuff. The police showed up after a while, arrested some entrepreneurial boys hawking the cosmetics, all of which turned out to all be fake. The teens didn’t seem to care.
Kylie got some game. Kylie has a brand. Just ask my SnapChat stock, which lost mega value when she dinged the platform after it updated the interface.
If you are not Kylie Jenner and there is not pent up demand for anything and everything you touch, you need a brand strategy. In fact, in 15 years when Kylie isn’t hot (commercially), she may rue the fact she didn’t establish an organizing principle for her brand. Kids!
Creating brands out of people is hard. Creating brands for companies and products is easy. Claim and proof is the fasted, most enduring way.
If you are interested in some success stories and examples, write Steve@whatstheidea.com
Tags: brand, brand claim and proof, Brand Strategy, Brands, claim and proof, Kylie jenner, kylie jenner cosmetics, pent up demand, snapchat, steve@whatstheidea, email@example.com, whats the idea, whatstheidea
If you watch sound bites on the news you know president Trump repeats himself for emphasis. Repeats himself for emphasis. To me it a function of being inarticulate and/or not knowing the facts, but it could be also a nervous thing. A nervous thing.
Repetition is a time-tested advertising strategy. The more you say something, the more people are likely to remember it. It’s boring but effective. In advertising.
Repetition is effective in branding, as well. But it should never be boring. It’s okay in a brand jingle, but you don’t want to burn people out on your branding message. There’s only so much repetition a person can take. When your brand strategy is composed of a claim and three proof planks, you never need to be repetitive. Reimagining how to convey your claim with unique compelling proofs is the fun of branding. It’s also the job of the ad agency and your creative people. Keeping it fresh.
Logos and jingles are best kept long term. Otherwise keep the message and story fresh. No one wants a stale product, no one wants a stale message.
Tags: claim and proof, fresh and stale branding, one claim and three proof points, President trump, president trump repetition, stale messaging, whats the idea, whatstheidea
Fake news has crept into our lives and looks to have altered the landscape of American a politics. This, thanks to some horrid manipulation by politically minded hackers. Hackers who used a Facebook poll to mine data then serve up false stories that fanned the fires of conservatism. If you were on the fence about whether or not to vote for the first female president ever and read the Pizzagate story, it may have pushed you off that fence. Even when the story was proven false.
In the advertising business, you couldn’t make a claim on a TV ad without proof. Proof submitted to the network “Standards and Practices” department. But the web has no such department. You can fake your news all the way into the living room of your most likely-to-be-effected target.
I’d love to be a brand planner who could just make up proof as I went along. You see proof, 0be it true or false, is what convinces people. It’s how you get people to believe a claim. Those who have decided to undermine elections understand the role of proof. Beware.
Tags: Brand Strategy, claim and proof, fake proof, pizzagate, proof in branding, whats the idea, whatstheidea
I so love what I do. (To many “I”s?) The job is learning. Then processing. Then assembling. And lastly, writing a little poetry — whiich becomes the brand claim. For years in the business as a pseudo strategist I wrote briefs as an advertising account manager. My selling ideas lacked soul. The briefs were fodder for creative people who typically didn’t like us, they called us “suits.” But as I started reinventing myself as a brand strategist, I allowed my selling ideas (claims) to pick up some whimsy. Lightness. Poetry.
The poetry is what keeps me in the game. It helps me know when I’m done with the idea. My most far reaching brand idea “systematized approach to improving healthcare,” done years ago for multibillion dollar organization, lacked poetry. It probably needed to.
Today, I have the time and type of clients that want poetry in their claims. It makes them remember. It creates a little Zen moment. It reminds them of the love inherent in their brands. Poetry gets marketing clients to love what they do.
PS. Sean Boyle introduced the word “poetry” to me as it relates to planning. A thousand thanks.
Tags: brand claim, claim and proof, poetry in branding. A systematized approach to improving healthcare, Sean boyle, whats the idea, whatstheidea
Claim and proof are the driving forces of the What’s The Idea? brand strategy framework. Find a claim (a simple, endemic idea that sets your product apart from the competition), then array three proof planks beneath. Proof sells the claim. It is evidence. The planning rigor, unlike many, is evidence-based.
It’s not overly complicated. That’s why it works. Consumers get a consistent brand claim, supported by memorable proof. Without proof a claim is just marketing drivel. (Hey Laura Ingraham “Shut up and drivel.”)
When I turn over the brand brief to content creators, they love that there is direction. Some wonder, however, if they need to espouse all three proof planks in each piece of content. The answer is no. One is fine. One makes for a clean deposit in the brand bank.
A website home page should hit all the planks, certainly the “About” section should. But the claim is always present — across product, experience and messaging. Again, don’t feel that every ad, every promo, every PR story must hit all three support planks. Do one and do it right.
Once ensconced in this approach, it’s fun to modulate each plank and see how it impacts KPIs.
Tags: and organizing principle for product experience and messaging, brand bank, brand kpis, claim and proof, deposits in the brand bank, evidence based branding, KPI, Laura Ingraham, shut up and dribble, three proof planks, whats the idea, whatstheidea
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand.
Claim and proof is also a good driver for making effective advertising. Advertising, the biggest chunk of a marketing budget, is one of the weaker arrows in the marketing quiver. Why? Because it is mostly claim and very little proof. Following is an example
UBS is a huge global financial company. It invests billions of consumer’s retirement savings, mine included. It ran an ad in The New York Times today attempting to convince readers it is expert in the complicated Chinese market (claim). There is lots of flah flah flah about risk and reward in the copy then they break out the big and “proof” of claim: “As the first foreign bank in China…” That’s all you got? That’s the proof of local knowledge superiority?
Tags: brand planner, Brand Strategy, claim and proof, Claim and three proof planks, effective advertising, ineffective advertising, UBS, UBS advertising, whats the idea, whatstheidea
More and more, technology startups are being purchased by multinationals to help large ships chug into the future. Owners in hot categories like self-driving cars, streaming video and alternative energy are cashing in daily as billion dollar companies purchase their intellectual property. It’s a tech thing. The purchased companies are small, 8-15 people, so prices aren’t crazy high, but the stock agreements make sellers happy.
This makes me think about my company. I am not a tech startup. What I offer, however, is in demand: A way to harness marketing power by strengthening ties and building preference among purchasing consumers. What I offer is a framework for business winning brand strategy. The secret sauce of the discovery process is “proof.” Ninety five percent of brand strategy firms, I’d venture, have discovery processes similar to mine: Interviews, research (primary and secondary), hierarchy of needs, stuff like that. But none look at proof, as a foundation.
I don’t expect large companies to buy What’s The Idea? Proof, my IP, is not technology. It’s not code. To many it’s ephemera. Process is hard to value.
Tags: Brand Strategy, brand strategy firms, claim and proof, process is hard to value, proof as a branding tool, self-driving cars, streaming video, whats the idea, whatstheidea
One of the things I dislike about advertising can be summed up by the words of an ex-client many years ago. He killed an ad made by some reasonable craftsman at FCB/Leber Katz saying “It just doesn’t do it for me.” Client’s prerogative, but not helpful. I coined the term “like-ometer” after that meeting.
Judgmental responses don’t help. They aren’t constructive.
When I speak to marketers and some of their paid agents I often get the feeling they think branding is a judgmental business — where color, name, shape and package are all easements to purchase. Where arts and crafts people make a likeable product visage.
To these people, I say no. No-no-no.
In brand strategy everything is tangible. The What’s The Idea? framework is based on claim and proof. Claim is the promise. Proof is why a sane mind can believe it. It is proof that makes branding work and it is proof that supports the tangible claim. (You can’t support a claim with another claim. Sadly, many practitioners don’t adhere.)
With claim and proof there is no blow hole advertising. No off-kilter design. No hollow, fuzzy copy. No approvals solely tied to the like-ometer.
And for brand planners who say brand managers aren’t the brand police, I feel you. They are instructors. If brand managers convey the need for proper proof of brand claim they’ve flipped their job calculus…and the likelihood of brand success.
Tags: blow hoe advertising, brand manager tips, brand planners, brand police, claim and proof, easements to purchase, fcb leber katz, like-ometer, likeometer, product viasge, whats the idea framework, whatstheidea. whats the idea