one claim three proof planks

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So I don’t know if you follow Michael Rapaport on Twitter but the actor turned social commentator has used social media to quickly establish his brand. Marketers and brand managers can learn from him. (Save for the F-bomb every six words.) Actors are like tofu. They’re as good as their craft and roles. Mr. Rappaport is best as an actor when doing irascible characters; but because he’s an actor, you expect he can do milk toast if need be. It’s all acting after all.

On Twitter he Real. The real Michael Rapaport, albeit with a fun gangsta flourish.  

I tell clients different social channels are for different things. Facebook’s for friends. LinkedIn’s for work. Instagram for one’s artistic self. And Twitter for the full-on personality. Well Mr. Rapaport uses Twitter right. It has quickly defined him for me. In a week or two.

His Twitter pic is an image of Charles Oakley sporting a crown.  He tweets about St. John’s basketball. He rants in his car about Trump and he hates haters with the best or them. He defends where defense is needed. And he’s funnier than shit.

I learned more about Michael Rapaport in 10 minutes on Twitter than I would in years of watching Access Hollywood or reading journalist magazine accounts.

Brands can establish their personality on Twitter. Fast. They just have to dedicate time and work their brand strategy (one claim, three proof planks,)

Peace.

 

 

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I am loath to admit it, but What’s The Idea? is a small batch brand strategy consultancy.  The market has been conditioned to think a large corporate brand strategy has to cost $100,000; add another $150k for naming and logo design. Most of my clients don’t have that kind of money. My clients tend to be small and mid-size or start-ups.

My framework for brand strategy – one claim, three proof planks – is tight and enduring.  But for some larger businesses, helmed by multivariate MBAs, it may seem overly simplistic.  And inexpensive. Simplicity is its beauty, frankly.

In small batches, with only 40 or 80 hours invested in research and planning, the process has to be relatively simple.  The information gathering metaphor I use is the stock pot. My cognitive approach, the “boil down.”  When you work in small batches, you self-limit your ingredients. You know what not to heap into the pot.

I’ve done small batch brand strategy for crazy-complicated business lines. A global top 5 consulting company with a health and security practice and a preeminent hacker group who helps the government keep us safe. Small batches both.

Try the small batch approach. As Ben Benson used to say, you are going to like it.

Peace.  

 

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I play Google like a Stradivarius. But it helps top blog a lot. Actually blogging is foundational to how I play my violin.  I was reading Thomas Friedman today and in his Op-Ed column he suggested readers Google “power drills to the head and Shiite militias in Iraq.”  Please don’t, I‘m just making point.  Mr. Friedman knows how one can direct people about the web by simply offering key words or key phrases. I’ve been doing the key phrase thing for years. And key wording them in my daily blog for years.  In many cases, in the branding world, they have become memes.

It’s heaving lifting and takes commitment. It’s also cleaner than white or black hat SEO manipulation. When I direct people to my definition of branding as “An organizing principle for product experience and messaging” they find me.  When I tell prospects to Google “social media guardrails” they find me. “One claim three proof planks” is indexed by Google straight to me.

Are you hearing that violin? Back pat, back pat.

Peace.

 

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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?

Peace.

 

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I’ve met some unusually powerful brand advocates over the years. And some not so much. Both are approvers and deniers of advertising and messaging.  One advocate, a telephone company president, killed a Wall Street Journal ad containing a visual of 10 adorable puppies because “Our customers aren’t dogs.” The bad ones approve or deny ads because they like or dislike them. When a client breaks out the like-ometer, the agency is in trouble.  

And then there are clients who kills or approve and ad because they supports generic business or messaging goals such as it generates leads, get more “likes,” or offers ad memorability.  This is better but still poor brand craft.

When a product or service has an active and strong brand strategy, all the yeses and noes are grounded. They’re all strategic. A brand strategy (one claim, three proof planks) gives form and reason to advertising. I’ve never felt bad losing an ad when the brand strategy card was played. Ever.

Brand strategy makes ad craft and brand craft scientific.

Peace.          

 

 

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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.)

Peace.

 

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$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.

Peace.  

 

 

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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.

Peace.

 

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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.

 

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The Boil Down.

Every brand planner has his or her own toolkit. But basically they drop themselves into a category or brand space and learns. They understand the product, competition, care-abouts and functions. If they’re smart they also try to understand the business and finances. A dive into the culture of the buying is important. And learning the language of the category is not underrated.

After all information is amassed, balanced by some qualitative data, it’s time to put paper to pencil. Or finger to keyboard. This is where the good brand planners separate from the not so.  

My key tool is the brief. Many brand planner use a brief to create strategy…or a fill in the box template. Same thing.

The real key in crafting a brief is the “boil down.” The boil down removes all non-essential information gathered during discovery.  I call it the boil down because it riffs on the metaphor of the stock pot. Fill up the stock pot and boil it down to a very rich bullion at the bottom.

At What’s The Idea?, a brand strategy is one claim, three proof planks. This is the organizing principle for brand strategy. Four things. That’s a lot of boiling.

Peace.  

 

 

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