As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand.
Claim and proof is also a good driver for making effective advertising. Advertising, the biggest chunk of a marketing budget, is one of the weaker arrows in the marketing quiver. Why? Because it is mostly claim and very little proof. Following is an example
UBS is a huge global financial company. It invests billions of consumer’s retirement savings, mine included. It ran an ad in The New York Times today attempting to convince readers it is expert in the complicated Chinese market (claim). There is lots of flah flah flah about risk and reward in the copy then they break out the big and “proof” of claim: “As the first foreign bank in China…” That’s all you got? That’s the proof of local knowledge superiority?