Having spent 2,900 blog posts explaining the importance of brand strategy, it might be time to talk about what makes a good strategy. If you may need a refresher on what a brand strategy framework is, it is a simple claim and proof plank array; one claim (a boil down of customer care-abouts and brand good-ats), and three proof planks.
What makes a good brand claim? My fallbacks when teaching claims are “Coke is refreshment” and “the worlds’ information in one click” for Google. What makes these claims so great? Well, obviously they meet the care-abouts and good-ats criteria. Also, they are endemic values which makes the claims ownable and defensible. But another critical indicator of a good claim value is measurability. A claim has to be measurable.
The Google claim is perfectly tied to the product using one click and information. “Coke’s is refreshment” perfectly pairs the product (name) with the claim. In both cases a researcher can measure consumer belief of these claims – on an agreement scale. And we know attitudes precede behavior.
But when claims are generic or are restatements of the ad campaign they’re wasteful. “The best cancer care anywhere,” for a long time was the brand strategy (and tagline) for Memorial Sloan Cancer Center. It was provable from an attitude and clinical standpoint. Geisinger Health System’s “Better health, easier” is an indistinguishable claim. (Better than what?) It’s also a dual claim. Building demonstrations around a word like “better” in a crowded healthcare category is average brand craft at best.
When selecting your claim, make sure it’s not generic and make it measurable.