I write a lot about “claim and proof.” ChatGPT tells me so.  I write about it because it’s fundamental to my business.  Claim and proof is the proof of my brand strategy chops.

I came across a “Poster” by the name of Kandee Johnson 10 plus years ago when working with Megan Kent and David Kessler on a brand called Plus White, an inexpensive teeth whitening system. Kandee is a prolific social media icon, who at the time posted about inexpensive fashion hacks. Kandee was a Plus White fan and one of her hacks was buying the whitener by itself sans boxed system and using it with a $1.99 sports mouthguard, thereby cutting the cost in half. Kandee would also demonstrate how to cut up a tee-shirts to make a cool dress/cover ups (sorry, man speak) and she also counseled fans to use olive oil to clean make-up brushes.

Kandee’s vibe was supportive of her audience, penny-wise and very, very real. And her creatively was unbound. Her followers loved her and still love her today as her career has taken off. The reason I bring her up is because her “authenticity” (that’s a joke, I hate that word), her motivation was grounded in proof. Some, today, might call them receipts. Kandee has a role, a motivation, and she delivers it every day.

I often say advertising is 90% claim, 10% proof.  Kandee built a mini empire out of proof. Much love to Kandee Johnson and all her loyal followers.

Peace.