The brand strategy framework at What’s The Idea? can best and most simply described as one claim and three proof planks. A proof plank being a cluster of evidence, bound by a discrete value label that supports the claim.
An example: If the claim for an ACO Physician group is “Intensive Primary Care” – ACO refers to a physician model of preventing illness, rather than only treating illness – a proof plank might be Intensive Yearlong Focus. Examples of a proof point beneath that plank might include a contract between patient and doc requiring a medicine compliance agreement and periodic communications with the doc about wellness. Building proofs under a plank is the job of product marketing.
So, claim and proof. Too much of advertising and marketing today is 95% claim, 5% proof.
When I think about commodity products and mature markets where brands are often tired, the brand plans often default to a by-the pound or buy the pound media approach. Think Geico. If we ear-worm enough media, they will buy. This is not how one builds a brand. It’s how one builds a media plan. The way to build a brand is by constantly creating reasons to buy. Reasons to believe a brand’s superiority. And that requires proof.
Peace.
