Brand strategists are organizers. Not like political or civic organizers. We are value and strategy organizers. Most brand strategists think binary worldviews are bad. They like grays. Me? I like a plan that organizes deposits in brand value. A plan where you are either on strategy or off. I’ve heard it said “If you are not making a deposit in the brand bank you are making a withdrawal,” which may be too harsh, but if spending money or effort not supporting the plan, even if for a brand neutral-value, you are missing an opportunity. So I’m a binary organizer.
What else am I? I’m a proof-ist. Or proofist. As someone who grew up in the advertising business, buried in product and service claims that all sounded alike, I’ve landed on proof as my strategy differentiator. Proof is what gives people reason to believe. Reason to remember. Reason to be trusted. Proof is performance. Taste. Experience. All existential. Claim is a promise. And idea tethered to proof. Advertisers have spent billions on promises, sans proof, so much so that consumers choose not to believe them. Claims flow and flow and never stop.
Hence, the need for brand planning — brand planning based on organized proof.
If you’d like to see some claim and proof arrays for real brands, names redacted, feel free email me… Steve@WhatsTheIdea.com.