One of the things I dislike about advertising can be summed up by the words of an ex-client many years ago. He killed an ad made by some reasonable craftsman at FCB/Leber Katz saying “It just doesn’t do it for me.” Client’s prerogative, but not helpful. I coined the term “like-ometer” after that meeting.
Judgmental responses don’t help. They aren’t constructive.
When I speak to marketers and some of their paid agents I often get the feeling they think branding is a judgmental business — where color, name, shape and package are all easements to purchase. Where arts and crafts people make a likeable product visage.
To these people, I say no. No-no-no.
In brand strategy everything is tangible. The What’s The Idea? framework is based on claim and proof. Claim is the promise. Proof is why a sane mind can believe it. It is proof that makes branding work and it is proof that supports the tangible claim. (You can’t support a claim with another claim. Sadly, many practitioners don’t adhere.)
With claim and proof there is no blow hole advertising. No off-kilter design. No hollow, fuzzy copy. No approvals solely tied to the like-ometer.
And for brand planners who say brand managers aren’t the brand police, I feel you. They are instructors. If brand managers convey the need for proper proof of brand claim they’ve flipped their job calculus…and the likelihood of brand success.