The whole brand plan thing – one claim and three support planks – is not really that difficult a concept. Ask the executive suite “What are the three things that differentiate your company?” and you are likely to get answers like “people.” “Service or product” is often the second thing and in today’s touchy/feely business world the third point is “culture.” Oy. And American business chugs on.
Even with these three undifferentiated corporate drivers, a girl can make a living. (And trust me, these are pretty lazy planks.) What most companies have a hard time articulating is their main claim or idea. Brand strategy is made up of this claim plus the 3 planks. That’s what drives success inside and outside a company. But the brand idea must stand alone and it must have power. Apple’s “simplicity.” Coke’s “refreshment.” Krispy Kreme’s “sweet treat.” Google “information in one click.” Outside the realm of consumer marketing circles, these over-arching ideas are hard for corporate executive suites to articulate. They use b-school worlds like excellence and operations and shareholder value.
Brands and the molders of brands are the bedrock of marketing. The more they are understood, the more successful marketing will be…Peace.
