In my two previous posts we outlined “proof gathering” and the creation of “brand planks.” Now comes the hard part. The Idea. As in What’s The Idea? The idea is actually a claim. A claim of something offered or gained. It must be consumer-valuable. Good claims often contain a little poetry. Perhaps some fun and timely culture or metaphor. That way they’re pregnant with meaning.
The claim must be single-minded. No commas, conjunctions or run on thoughts. A simple lone statement. It must be tied to the 3 brand planks. Since planks are proof of the claim, you’re really working backwards. Be careful not to use common marketing words in your claim. Spice them up. “Low cost,” for instance, isn’t very exciting. Lastly, the claim must spark creativity among the art directors, writers and designers assigned to handle the buildable.
Part 3 of the workshop will be assigned as homework. You can’t force an idea. But since all attendees will be working from the same briefing documents, we will entertain “ideas” from the group. Over the last 45 minutes we’ll paper the walls with claims and attempt to tie them to the planks as a group.
Attendees will be given 48 hours to submit their final claim and proof planks via email at which time a winner will be announced. It should be a blast.
If your organization would be willing to act as a trial balloon for this new workshop, please write Steve@whatstheidea.com.