Does Not Impute.
Imputed is my new favorite branding word. It is what brand planners do. We impute. In an organized way. In a memorable way. In ways meaningful to consumers and ownable to brands. Imputers are we.
And when the creative/marketing work does not convey our brand strategy values “It does not impute.” Rhymes with “does not compute.”
A key to being able to carve out a memorable position and value in the minds of consumers is simplicity. Combined with cultural-forward currency. And endemic brand/category value. As is, when positioning a beer don’t sell the lifestyle.
The brand strategy framework at What’s The Idea is one claim and three proof planks. That takes care of simplicity. As for culture-forward and endemic brand value, those are the heavy lifting of brand planning. That’s where you use your non-artificial intelligence.
Peace. And Go Julius Randle!