At the end of my brand strategy presentations, I like to make sure the claim is well received. I offer up slides listing all the pros and all the cons. At present, I don’t ask C-level management and approvers how they feel the claim will perform against key product objectives. That needs to change.
Of course, understanding the KPI is critical to this step.
Much work in brand strategy work focuses on one overarching problem. I like to walk and chew gum. What’s The Idea? brand strategies are intended to accomplish numerous things. All tied to top company objectives. Not just one.
A healthy discussion of how key objectives are met by the brand claim and brand planks proves the worth of the strategy. Presentations meant to simply earn a go/no go decision are weak. Once the strategy is approved the hook has to be set. It has to show its business-winning nature.
I once worked on a huge healthcare brand and presented 15 plus objectives I believed the strategy could accomplish. The client was nervous and made me pull back. He didn’t want to his boss to think we were overly ambitious. And he didn’t want to fail. Oh my!!