There’s an old axiom often repeated by parents to children “Do as I say, not as I do.” A picture comes to mind of my mother savoring a cocktail, perhaps post-cigaette, in a 1950s-60s bathing suit on the back of the Salt-Shaker, my dad’s first Chris Craft. You can almost smell the smoke and the salt air. As a youth I was counseled not to smoke or drink. But kids watch. Kids learn.
Marketers are all about “Do as I say.” Brand planners focus on “Do as I do.”
A new class of brand planners – let’s call them proof planners – understand this. They understand that people more strongly believe proof and deeds than narrative – which they associate with fiction. Evidence is evidence. So a picture of a smiling, pretty face drinking a Kraft beer is not as impactful as long line of concert goers waiting for Kraft beer next to a Budweiser line with 1 person on it. Proof beats claim any time.
Proof planners understand we are 50 years into the era of claim advertising and we’re totally inured to it. Claim sans proof doesn’t work. Mine your proof, brand planners. And build stronger brands.