Adrian Ho, principal at Zeus Jones, in a brilliant SlideShare preso on branding, makes this point about brand strategy “Not simply better ideas, better infrastructure.” And he’s so right. I agree completely that brand strategy requires infrastructure. Infrastructure is the form that drives product, experience and messaging. It’s the organizing principle. The MO.
In my branding practice, infrastructure manifests itself through proof planks. Three of them. And what do the proof planks support? The claim. The claim is not just an idea – it’s the idea. A unique, ownable statement marrying “what a brand is great at, and what customers want most.” Get the brand claim right and the infrastructure will fit like skinny jeans. Yoga pants. Never mind…like a glove.
Claim and proof are the fundamentals that drive brand value. Mr. Ho has nailed it with his infrastructure idea.
Branding is claim and proof. Proof and deeds. Deeds and experiences. Strategically organized and tightly managed.