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Probably the most overused work in marketing the last 5 years is disruption. Maybe the last 10 years. If you were to put all the marketing conference speeches given since 2010 into a cull rack and block from falling through the ones with “disruption” in the title, you’d have a stack a mile high. Google SXSW speeches, book titles or blog posts.
Do you want to know something that is truly disruptive? Brand strategy. Huh? Brand strategy. Everybody has one they’ll tell you, but no one can articulate it. Not clearly. Because brand strategy means so many things to so many people, it has become a nonentity. A quagmire within a morass.
Here’s the deal: A brand strategy is an “Organizing principle for product, experience and messaging.” Nothing less. The framework for such is “One Claim and Three Proof Planks.” Nothing less. And certainly, nothing more.
If you’d like to truly disrupt your business. If you’d like to make clear and easy marketing decisions. If you’d like to measure effectiveness with almost binary simplicity, consider a brand strategy. (And this is not a packaged goods thing. It’s a marketing thing.)
Tags: 1 claim 3 proof planks, 1 claim and 3 proof planks, an organizing principle for product experience and messaging, Brand Strategy, disruption, one claim and three proof planks, one claim three proof planks, whats the idea, whatstheidea
$17,500 is the number I use as my brand strategy fee. It covers one month of work and a brand strategy. A brand strategy is here defined as An organizing principle for product, experience and messaging. The brand strategy itself comprises “One claim, three proof planks.” What’s a proof plank, you ask? A homogeneous array of consumer value examples. I’ve been using $17,500 as a fee for close to ten years; it’s time for rate increase.
Starting February, the monthly rate will climb to $20,000. Inquires fielded before February will hold old pricing.
Many small companies spend scores or thousands of dollars on advertising and marketing. Larger companies hundreds of thousands. And most do so without a brand strategy. Without an organizing principle. Those who invest in a brand strategy make the best one-time investment of their business lives.
A pittance in the total scheme of things.
Tags: 1claim 3 proof planks, brand strategy definition, brand strategy fees, one claim three proof planks, organizing principle for product experience and messaging, What does a Brand strategy cost, whats the idea, whatstheidea
The company Reputation Management has asked me to comment on how a brand can bounce back from poor online reviews.
I believe it’s best to leave them up. As hard and painful as it is, it’s “real world” online commerce. Not everyone is a super model. Not everyone bats .400. To err is human. How you overcome quality or service problems dictates how you improve. If a product has flaws, fix them. Or acknowledge why they happen. When Chipotle made people sick, it acknowledged “farm to table” is not easy. Healthier is not easy. And they changed.
When Marmot, known for quality in winter gear, gets a bad review, it isn’t defensive, it works even harder to make better product.
Today, if an e-commerce site doesn’t have poor reviews people know it’s been cleaned.
Also, a strong brand strategy (one claim, three proof planks) is also a good way to maintain reputation. Using an organizing principle for product, experience and messaging feeds the market the information it needs to understand your product. When care-about and good-ats align, brands are hard to tear down. When you simplify and strengthen your value, a few disorganized comments won’t hurt. They just make you real.
Tags: care-abouts, care-abouts and good-ats, chipotle, farm to table, good ats, marmot, one claim three proof planks, organizing principle for product experience and messaging, Reputation management. Reputationmanagement.com, whats the idea, whatstheidea
In a piece of 2014 research conducted by the Economist Intelligence Unit on the subject of customer experience, the top box response to the question below was about message uniformity.
I know to the hammer everything looks like a nail and to the brand planner everything marketing thing looks like brand strategy, but this one made my day. Brand strategy, defined here at What’s The Idea? as “An organizing principle for product, experience and messaging,” is the key to message uniformity. Sure “voice,” “tone” and “personality” are important (ish) but the substance of the message is how one builds brands.
Find your claim. Identify your three proof planks, make sure they are key care-abouts and brand good-ats, and you have a strategy.
Stick to it and it will stick to your customers. And prospects.
Happy holidays to all. Peace.
Tags: an organizing principle for product experience and messaging, Brand Strategy, brand strategy definition, one claim three proof planks, whats the idea, whatstheidea
90% of brand strategies are arrowheads. They have a points, are sharp, and are usually well crafted. In most cases, brand strategies are ad agency crafted. In the agency creative process – the building of the ads – the last thing often completed is the tagline. Taglines are summations of all the creative work. In the case of Northwell Health, a huge NY area health system, the wan tagline “Look North,” is not a brand strategy. It’s a bow on the present. In the case of Memorial Sloan Kettering Cancer Center, tagline “More Science. Less Fear.” is both a tagline and brand strategy. It’s provable.
Arrowheads are pretty and last a long time in the dirt as any archeologist will tell you but as a tool they are worthless without a shaft and flights (feathers providing stability.) Ever try throwing an arrowhead?
Brand strategies un-complicate complication. As an organizing principle “One claim and three proof planks” transform pages and pages of product, positioning, segmentation and experience folderol into a workable business-building system. Carrying the metaphor forward, brand strategy puts aerodynamics behind the tagline.
Look at your marketing documents and outputs and see if you can put onto paper your claim and proof array. If you can’t, you are tossing arrowheads.
Tags: memorial slaon kettering cancer center, Northwell health, one claim three proof planks, Tossing arrowheads, whats the idea, whatstheidea
I’ve never really parsed the brand name of my consultancy “What’s The Idea?” While developing the company, which actually started out just as a blog, I wanted to name it What’s The Big Idea?, but I chose against it for URL and simplicity’s sake. A big idea is better than an idea, one might think, yet it also seemed a big self-aggrandizing. So What’s The Idea it was.
What’s neat about the name is that it is a call to action. If a brand manager or stakeholder can answer the question, it probably has an idea. If the idea can’t be put into a succinct explanation, then un-uh. If you have no brand idea you have no idea how hard it is to convey value to the consumer world.
Most sane women and men who are captains of industry would respond “How can I maintain a business beneath one idea?” The answer is “By using proof planks.” Proof planks (3 in total) drive business value, consumer value and shareholder value.
You want metrics, I’ll give you metrics. Write me. Steve at Whatstheidea.
Tags: Brand Strategy, business value through brand strategy, consumer value through brand strategy, one claim three proof planks, shareholder value through brand strategy, steve at whatstheidea, whats the idea, whatstheidea
I am a big fan of content creation, the new marketing meme sweeping the nation. Content creation has been around as long as the written word. As a tool to promote and sell it has been around since Bass Ale invented its mark and the Sears Catalog was the Amazon of its day. But the words “content creation” in this age of Google and iPhone movies has taken on, at least for me, a strong commodity meaning. A creative-by-the-pound activity measured in attention then, maybe, sales.
I am a brand planner who measures success not by hits or vague engagement activities but by sales. And future sales. Sure I’ll write a speech on “web accessibility” for an agency trying to score points at a client’s annual marketing meeting, but I don’t want giggles, attaboys and future invitations, I want new customer contracts. Content isn’t oration, it’s selling.
So the brand planner in me thinks that content creation or content marketing ungoverned by a brand strategy (one claim, three proof planks) is wasted effort. Every act or action that marketing achieves needs to motivate a sale in one way or the other. If you are doing content creation and it doesn’t move a customer closer to a sale, you likely don’t have an articulate brand strategy.
Tags: amazon, articulate brand strategy, bass ale, content creation, content marketing, google, iphone, one claim three proof planks, sears catalog, whats the idea, whatstheidea
Patrick Dolan bought Newsday back from European Telecom company Altice yesterday and so Newsday is in the, tah dah, news. I like the move. Over 15 years ago I wrote the Newsday brand strategy that went on to be its tagline for many years. It was a tight brand strategy — competitive with the NYT, offered a very home-town and hearth angle, and strong family pull. The brand claim was “We know where you live.” (A brand strategy remember, is one claim, three proof planks.) The tagline ended up being “It’s where you live.”
By substituting “It’s” for “We know” the strategy was more than partly eviscerated. The emphasis is all wrong. The push back from Newsday was “It’s stawker-ish and creepy. Voyeuristic.” Too silly for words, was that criticism. Putting the emphasis on Newsday as a place or community, rather than a journalistic endeavor devoted to understanding what makes Long Islander tick, may sound subtle but it was huge.
We know where you live is a strong today as a claim, as it ever was. Perhaps stronger. As an organizing principle for news, community and digital experience, it is a north star.
Good luck with the ownership Mr. Dolan, let’s talk brand strategy.
Tags: Brand Strategy, newsday, newsday brand strategy, one claim three proof planks, Patrick dolan, whats the idea, whatstheidea