The early Egyptians built with stone and what they built still stands. Shea Stadium was built in the 60s and had to be torn down. It was built with steel and cement. If you were to build a structure today that you wanted to last for 1,000 years what would you use? Perhaps someone will invent a new composite material for building construction that will last 500,000 years.
The materials with which we construct products – sugar in carbonated soft drinks, salt in French fries, silicon in computer chips – are seen as building blocks of brands. Yet, when I develop brand strategy (1 claim, 3 proof planks) the materials are secondary, perhaps tertiary. What the materials deliver is way more important.
During my exploration rigor I use a number of tools to mine insights as to “what customers want most” and what the product or service “does best.” Then with all the learning arrayed, I begin to boil down the elements into groups. The groups cluster and point to a common claim…of brand superiority or customer desire. So proof, in fact, comes before claim.
Rarely are materials the sole heroes of the proof planks; deeds and experiences often are. It may sounds backwards but it works for me.