Campaigns come and go but a powerful brand strategy is indelible, is a line I wrote for a Gentiva Health Services pitch many moons ago. Gentiva is now owned by Kindred Health for those still counting. A powerful brand idea, is a difference-maker in marketing because it anoints a product or service with a value that only it can claim. Burger King owns “Flame Broiled.” Coca-Cola owns “Refreshment.” Google owns the “World’s information in one click.”
Establishing and owning a brand idea is the job of the brand manager. Constantly and without pause, hammering home a key care-about or good-at, seeds the brand idea — building and reinforcing consumer preference. Preference is not the only job of the marketer but it’s an imperative job. I may prefer an Impossible Burger, but if it’s not in my store, no sale.
The job of the brand strategist is to engineer preference. I choose to do it with a model based upon claim and proof. My approach is repeatable. Other’s do brand strategy differently. Shades of right, I guess. Either way, preference is our goal. Preference makes the revenue.