Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Marketing & Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

Claim and proof. An evidentiary approach.

By
Steve Poppe
-
December 1, 2015
401
0

I was listening to a CareConnect health insurance radio spot yesterday and it reminded me of a marketing meme I refer to from time to time: “We’re here” advertising. We’re Here advertising does little more than remind consumers that a brand exists, what it does, and very little little else. Sure there are a couple of claims in We’re Here ads – in the case of CareConnect: 20% lower insurance rates, high quality healthcare providers — but the problem is there is no reason to believe these claims. No reason to remember. No evidence. Claims that just float.

This ad would have been way more convincing had it explained why CareConnect can afford 20% lower rates, a communication that often pings consumers to lower value. The reality is CareConnect is a property of the North Shore-LIJ Health System, which is so large ($5B plus), it can negotiate tougher terms with its doctors and everyone else. Moreover, as a health system with better patient outcomes it doesn’t need to pay for extra care or repeat care the way others do. Patients heal better the first time. And that type of data helps with the high quality claim.

You can’t just make advertising claims that sit on a clothes line. You have to explain them. That’s how you seed the point. That’s how the work becomes memorable.

Claim and proof are the key to branding and advertising. Peace.

 

 

Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • Care Connect
  • careconnect
  • claim and proof
  • insurance advertising
  • north shore-lij health system
  • we’re here advertising
  • whats the idea
Previous articleProduct Gesture vs. Product Experience.
Next articleThe Dlugacz Effect
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Advertising

Kill Off That Low-level Dull Tone.

Advertising

Burger King’s Impossible Whopper.

Advertising

Marmot’s super bowl spot.

Recent Posts

  • Brand Planner’s Prayer
  • Offense Defense.
  • Brand Strategy Tarot Cards Offer.
  • Persuasion Trumps Preference.
  • Brand Love Part 2.
  • Brand Love.
  • The 3 Ps…Levels of Brand Strategy.
  • Education or Decoration?
  • Proof. And Its Successor.
  • Marketing Background, Need Not Apply.
  • Anthropology and Brand Planning.
  • Are KPIs a Brand Tool?

Archives

Categories

  • 3 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • Beverage marketing
  • beyond the dashboard
  • Big Data in Marketing
  • binary brand strategy
  • brand agenda
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand persuasion
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy compliance
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • Brand value
  • brand-babble
  • branding
  • Brands
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • Customer care
  • Deeds
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing trend
  • master brand
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
January 2021
M T W T F S S
« Dec    
 123
45678910
11121314151617
18192021222324
25262728293031
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Things we remember.

Steve Poppe - January 25, 2012
0
  We remember beauty. We remember new. We remember rich. We remember melody. We remember funny. We remember nature. We remember poetry. We remember pain. We remember educators. We remember warmth. We remember charity. We remember...
Edit with Live CSS
Save
Write CSS OR LESS and hit save. CTRL + SPACE for auto-complete.