claim and proof

You are currently browsing articles tagged claim and proof.

Branding Polemics.

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.

Peace.

 

Tags: , , , , , ,

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.

Peace.

 

 

Tags: , , , , , , , ,

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.

Peace.

Tags: , , , , , , , , ,

I’m thinking about developing a brand planning workshop around the part of my practice devoted to “proof.”  I’ve spoken before groups on numerous occasions but those speeches tended to about theory.  Presentations include “Social Media Guard Rails,” some others about marketing plan development, and others sharing planning tips and tricks. But I have yet to do a participatory workshop. That’s what people want. A workshop where they learn by participating.

So my idea is to create a big dump of reading, maybe with some picture and video, about a company or product. It might include a piece of topline research and trade some press articles. The lion’s share would be interviews with customers and stakeholders. The dump will offer about 45 minutes worth of reading.

I’ll explain that their task is to underline the proof. Proof of value. Proof of superiority. Proof of “good-ats” and “care-abouts.” Not marko-babble…tangible, understandable value.

Tomorrow, I’ll share with you what we’ll do with that proof.

PEACE in Syria.

 

Tags: , , , , , , , , ,

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.

Peace.

 

 

Tags: , , , , , , ,

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.

pick axe

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.

Peace.

 

 

Tags: , , , , , , ,

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.”)

MSKCC more scienceA 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.

Peace.

 

 

Tags: , , , , , , , , ,

Persistence.

One of the nicest compliments I’ve had while in the consulting business is I’m persistent. In business development, I reach out to prospects and provide them with little nuggets that might help their strategy and marketing. I do if for years. Sometimes I get a meeting, other times not. Timing is everything. “You surely are persistent,” I’ve been told. So long as I don’t get the sense that persistent equals annoying, I stay the course.

Brands need to be persistent. They need to provide a predictable and expected experience and constantly remind everyone of the fact. Though brand strategy. Brand strategy is an organized proof array, anchored to an idea.

Persistence is action. It’s not rote repetition. That’s why I’m always pushing clients to seek new proof. The new proof is what makes things fresh. New expressions of claim and proof. Exciting and memorable expressions.

That’s brand building. It’s not called brand stasis. Persistence in branding yields value and results. Always building.

Peace.

 

 

Tags: , , , , ,

I was presenting my strategy framework earlier this week and as part of my preso used examples of actual brand strategies (claim and proof planks). One of the claims presented ended up being a tagline for the company. When I shared this brand claim/tagline with the group a couple of people reacted by saying “That doesn’t sound so differentiated. That feels like other marketing claims.” And they were right.

The reality of brand claims and taglines is they just lie there unless you prove them. Every day. With the brand claim in question, the purchasing CEO and work team loved it because it reflected their key value like nothing they’d ever heard before. Plus it was aligned with a key customer care-about. The 3 proof planks supporting the claim were so business-winning, so strategic, that the claim/tagline struck them like a lightning bolt. They were willing to go to war based on this organizing principle. Were the three words below the logo people have never seen before? Nope. Were they poetic to the masses? Nope. But they struck a chord among the senior team. And motivated that team to new levels of marketing awareness.

We have become inured to marketing lyrics and taglines for tagline’s sake. When taglines are the craft of the ad agency they often fall short. When they come from a deep-dish brand strategy, they can last and last. Peace.

 

 

Tags: , , , , , , , , ,

A brand strategy done well encompasses the marketing strategy and is the business strategy. Why? Because it’s active. I define brand strategy as an “organizing principle that drives product, experience and messaging.” Messaging is last…because a message that doesn’t reflect product and experience is simply copy.

Ask any successful business leader to identify their company’s “one claim” (consumer promise) and three “support planks,” and they’ll be hard-pressed to do it. That is why brand strategy is so tough. A single claim and three product or service values, many will tell you, is too limiting. Until you see it on paper. On business stationery. A good brand strategy is not filled with marko-babble, it contains business-winning evidence. Business-winning behaviors and business-winning strategy.

I call it brand strategy and contrary to what some consultants will peddle, it is way more than a loose federation of tactics, metrics and tagline.

For real life examples, please write Steve at WhatsTheIdea.

Peace.               

 

Tags: , , , , , , , ,

« Older entries § Newer entries »