Claim and three proof planks

You are currently browsing articles tagged Claim and three proof planks.

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?

Opportunity lost.



Tags: , , , , , , , , ,

Rootable Proof.

Great journalists can write a story about a person and make you root for them. The short TV vignettes produced for the Olympics about athletes you never heard of is a great example of the craft. When a cauliflower eared, over-muscled Syrian weightlifter can be turned into a “rooted for” softy you have created the right back story. The parts of the back story that make you root for the athlete are the realities of hardship, underdog-ness, and courage. Not platitudes, proofs.    

This is a craft people in the ad biz don’t get. Ads are created using an opposite strategy. Rather than find a rootable quality for a product or service, we trot out its riches. “Best this, first that, only this.…”

At What’s The Idea? the brand strategy framework identifies “a claim and 3 proof planks” for a brand. This organizing principle — developed to build a simple array of memorable values that influence preference – focuses on rational and emotional proofs.

(Rootable proofs are often conveyed in story form. This is where the power of storytelling lies in branding and advertising.)




Tags: , , , , , , , , , , ,