Brand strategy frameworks are a dime a dozen. All of them are right…to a degree. This framework, I was told, is from Interbrand.
The brand proposition at the bottom (in red) is also known as the brand idea or claim. As for the stuff above the claim, there’s nothing wrong there — it’s typical brief fodder.
Interbrand attempts to codify brand strategy across the enterprise, but each office does have some leeway as to its approach. Deviations are allowed because not every brand is in the same place in its lifecycle. Not all targets are the same. Channels are different. There are a multitude of reasons to tweak a framework, not the least of which is to sell work. I suspect this is the case at many brand consultancies.
This brand placemat or one-pager is just too freakin’ broad. The proposition, as it should be, is the operative strategy. But there is just so much other stuff going on.
At What’s The Idea? the framework is brain dead simple. And it is the same for every client. It comprises one claim, three proof planks. A claim is a claim. Where we differ is that my feeder boxes aren’t values and personality, positions and drivers — they’re proof arrays. Organized reasons to remember the claim. Reasons to believe. Reasons to argue. Proof creates muscle memory for consumers.
Leave the values/personality/target insights to the art directors and writers. Brand building is an upstream practice that precedes the build out. If your brand strategy isn’t built upon proof, you are playing in quicksand.