One of the first things one must align in brand building is the brand name with the strategy. It’s not always possible. In the case of What’s The Idea?, the name came first. Ergo the name has to be an asset that goes into the stock pot (metaphor) to be boiled down into the brand claim and proof array (the framework). Not ideal but certainly real world. A child needs a name.
What’s The Idea? suggests locking onto a single business-winning value. I repeat a single, motivating value. The brand name is not What Are the Many Ideas?. The single idea derives from customer care-abouts and brand good-ats. The baby stays, the bathwater not so much. Sometimes there is informational nuance in the idea; it might be a pregnant idea. As in, say one thing, get credit for more. Typically, this one thing offers an endemic brand quality/value. Coke is refreshment. Volvo about safety.
I like to say that the brand claim is an inelegant, non-creative tagline — to be interpreted by the creative agency. All comms should support the claim. The last part of the framework is the proof array, the three planks that support the claim. The planks must be tightly tethered to the claim so as to create believability and logic. Enough about the framework. Onto the actual brand strategy of What’s The Idea?.
For that tune in to the next posts. The cobbler’s children’s shoe will hit the bench beginning tomorrow.
Peace.
