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If asked to provide one word that defines my business practice – one word that drives my philosophy of brand planning it would have to be “proof.”
Proof is the most tangible of marketing words. And the most tangible building block in brand strategy.
Proof trumps subjective opinion. It overrides marketing insouciance. It answers that age-old creative brief question “What is the reason to believe?”. Teach a man to prove and you build a brand for a lifetime. In brand strategy, of course, you need to organize your proof; into no more than three proof planks. Random proof becomes a grade school science fair.
The best framework for brand strategy is one claim and three proof planks. Get the claim right then make the proof fit like a glove.
Here’s an exercise: Spend time studying your marketing materials. See if you can discern the proof from the blather. From the self-interest babble. Underline or highlight the proof. See what you’ve got. Does it focus you?
Tags: 1 claim 3 proof planks, 1 claim and 3 proof planks, claim and proof, one claim and three proof planks, one claim three proof planks, proof in brand planning, proof in brand strategy, teach a man to prove, whats the idea, whatstheidea
I’m not against storytelling. It’s an important part of my business. When collecting information to build brand strategy I hunt for stories and often tell stories to get others to open up. But in and of itself, a story won’t do shit for a brand. Especially, if it’s off-piste.
Storytelling is a pop marketing topic many brand consultants rest upon. My “brand-ar” goes off when I hear someone use the term; it suggests they’re blowing marko-babble smoke.
Think of storytelling as the code and brand strategy as the app. The app being the meaningful, useful tool.
Brand strategy done right is about claim and proof — packaged into a discrete organizing principle for product, experience and messaging.
Stories and storytelling are communications tools, not strategy tools.
Tags: Brand-ar, claim and proof, claim and proof array, marko-babble, off-piste, one claim and three proof planks, organizing principle for product experience and messaging, story telling in branding, story telling in marketing, storytelling in branding, storytelling in marketing, whats the idea, whatstheidea
Here’s the thing. Hyundai did an amazing job in America with its long game of winning minds and market share. The low price point, 10-year warranty is the stuff of which Harvard Business School cases are made. I say long term, because that’s how you build a car brand – over time. It’s a considered purchase, an expensive purchase. Hyundai did it the right way and consumer perceptions of quality and value were growing more and more positive.
Then came Genesis. The car designs were amazing. The ads, off-the-charts well-conceived. But the brand strategy was lacking. America wasn’t ready for a luxury brand from Hyundai. Just wasn’t. (And don’t go all focus group defensive on me.)
When Peter Arnell did a branding assignment to make Samsung more a mainstream electronics brand 30+ years ago, it felt wrong. But it worked. The timing was right. The proofs were baked. Today Samsung rocks.
Genesis might have worked had it not been a Hyundai brand. Or if introduced 10 years down the road. But Alas, Poor Yorik, it was not.
Tags: Alas poor yorik, claim and proof, Genesis advertising, hyundai, Hyundai genesis, Peter Arnell, proof in branding, the ironic hyudai genesis, whats the idea, whatstheidea
I saw the word polemic in an article about the alt-right and had to use it in a post. I’m a brand polemist. At What’s The Idea? brand strategy is defined as an “organizing principle for product, experience and messaging.” In and of itself, that is controversial. Many brand agencies don’t consider product or experience in their work, they cut straight to messaging.
When brand strategy involves product it means the claim and proof planks inform product features, composition, even formula. When brand strategy relates to experience, it informs in-store, customer journey, website content and usability. It may involve media usage, e.g., Twitch Points (Google it). But mostly, brand strategy is about messaging, advertising, campaigns and communications. The comms and graphic presentation of a brand being the bread and butter of the branding business.
The contrarian polemic is one that puts product and experience on par, or even ahead, of messaging. Get the first two right and the last one has to follow.
Tags: an organizing principle for product experience and messaging, Brand polemics, branding polemic, claim and proof, claim and proof planks, whats the idea, whatstheidea
The foundation of the What’s The Idea? brand strategy framework is “claim and proof.” Say what you are good at and what consumers want, then prove it every day. Get the claim and proof right and you won’t have to reinvent the marketing wheel every year.
I don’t mean to pick on Memorial Sloan Kettering Cancer Center whose claim “More Science (actual claim), Less Fear (marketing benefit)” is terrific, but they provide a good example of my dumbing down the proof point. In a print ad that ran this weekend, MSKCC supported its claim with their history of breaking new ground in immunotherapy. But then they dropped the ball in providing proof of how it works. Perhaps they thought we weren’t smart enough to read longer copy. (“People don’t read copy,” I’ve heard more than once.) I am aware of a home improvement company who cautions field reps to “keep it simple.” “Don’t give consumers too much to think about, you may talk them out of an appointment.”
Whether MSKCC or a home remodeler, it’s important to find proof that allows consumers to believe you. To trust you. To remember you. Good proof (read yesterday’s post for an example) is the fastest way to sales conviction.
Tags: claim and proof, dumbing down the proof, home remodeling, Memorial sloan kettering cancer center, more science less fear, MSKCC, Sales conviction, whats the idea, whatstheidea
One of the challenges when writing a brand brief is knowing which insight to use to fuel the claim. (The claim is the idea at the top of the brand strategy, supported by 3 proof planks.) Often in a brief there are 2 or 3 really exciting insights, all of which offer enough power to motivate brand predisposition. But which to pick, that’s the question.
What I love about the brief I use, borrowed from McCann-Erickson’s Peter Kim 2 decades ago, is that it has a serial framework. One section leads to the next. Like puzzle pieces, they don’t always fit, but fit they must. Until they fit, you need to keep working. Until there is a linear story you are only bumping along the cobble stones. Chank a chank.
As I work the brief, key insights find their way into the story. But some must be let go. What’s funny is the outcome of the story – the claim – is often not known until the story plays out. Insights float in the back of the mind as you work toward the end, some more strongly than others, but the big finish is often a bit of a surprise.
There can’t be two endings. Enjoy the ride.
Tags: brand briefs, chank a chank, claim and proof, creative briefs, Insights and brand briefs, mccann erickson, one claim and three proof planks, peter kim, whats the idea, whatstheidea
Consumers are smart. And inured to marketing claims. Advertising, the home of the marketing claim, has become that guy at the party who talks about himself in glowing terms in order to get the girl. Full of himself, boastful and proud. But consumers have seen so many of these f shallow claims they shut them off. That’s why good brand planning uses proof as its foundation. Proof is what people remember.
I have a past client in the healthcare space who has decided to move into the health insurance business. He begins as the rest of the industry is consolidating or retreating. A number of insurers today are pulling out of insurance exchanges fueling the Affordable Care Act. So, the big guys are complaining they’re not making money and one little guy is starting anew. I like it.
The CEO is a physician, so I know he’ll take the physicians view of the business. This could very easily be a premium price play, but rather doubt it. The CEO is knows for efficiency, technology and driving cost out of the business (while improving outcomes). So I’m eager to see what he has up his sleeve. I’m eager to see the proof.
There is a health system insurance program called CareConnect in the NY market with a 10-15% price advantage. Proof or reason to believe that advantage comes from its parent Northwell Health. He will have a tough row to hoe but I’m betting on him. As a physician, he understands proof.
You have to get the claim right but you have to get the proofs righter.
Tags: ACA, careconnect, claim and proof, claim and proof in brand strategy, health insurance start-ups in NY, Northwell health, whats the idea, whatstheidea
In my ongoing effort to define brand planning and share my framework for building strong brands, the word “proof” comes up a lot. No matter what type of brand I study, no matter how many insights rise to the top of the discovery effluvia, proof provides path to a successful strategy. “Proof of what?” you ask. That’s not only the question, it’s the answer.
As a student of brands, marketing and advertising I’ve decided that 80% of the promotional side of marketing is baseless claim. Generic terms like “reliable,” “great taste,” “low cost,” and “best service” are ported to market by every marketer on the block. Listen to the claims in a pod of TV advertising and the claims are the same from one brand to the next. So consumers shut them down.
That said, it’s the “proof” of those claim that we hear. The evidence of those claims. Vestiges and residue of the claims is what remains. What is left for the mind to grasp after we’ve told people how great our product or service is.
PROOF is everything is brand planning. Insights may be the sexy side of planning, but mining and organizing proof toward a brand claim is how you build a brand.
Tags: brand planning tips, Brand Strategy, brand strategy tips, claim and proof, definition of brand planning, Residue of claim, whats the idea, whatstheidea
Memorial Sloan Kettering Cancer Center is one of the greatest healthcare organizations in the world. Perhaps the greatest. As a result, it has also become a powerful, powerful brand. It is exactly what it is…and lives up to the brand claim “the best cancer care anywhere.” Its words spread through stories and proof. Patients and caregivers syphon proof off their experiences and share. (Branding revolves around “claim” and “proof.”)
A couple of years ago MSKCC appointed new advertising agency Pereira O’Dell. I complimented the shop and client on the new brand strategy claim “More Science. Less Fear.” Having worked in healthcare branding for a long time, studying the claim and proof arrays of the top area hospital systems (disclosure: I penned one of those strategies), I rubbed my hands together in anticipation of some good work to follow.
This past week I was listening to an MSKCC radio spot and was disappointed to hear talk about serving the “mind, body and soul” of patients. This type of copy is what you’d expect from a religious-based group or a second tier hospital. From a system that can’t differentiate based on the science. This ad hurt MSKCC in two ways. It didn’t deliver on the brand promise, wasting money, time and resources, but more importantly it dumbed down the sanctity of the brand, making MSKCC peddlers of healthcare marko-babble like many others.
If anyone can educate the populace about the science of cancer care, using real proof, it’s Memorial.
This isn’t that hard. Find your claim and prove it every day.
Tags: claim and proof, claim and proof array, find your claim and prove it every day, marko-babble, memorial sloan kettering brand strategy., Memorial sloan kettering cancer center, more science less fear, MSKCC brand strategy, Pereira O'Dell, sloan kettering