“Deeds, not things, make father Berrigan one of the best-known Catholic priests of the 20th century” is a line stolen from The New York Times today. Deeds indeed.
At What’s The Idea? the framework for brand strategy (1 claim and 3 proof planks) is built upon deeds. And proof. They are the bedrock of a high-value selling proposition.
When I do discovery for a brand, I’m not searching for shallow platitudes or adjective-filled praise. I need existential examples. When I ask hospital administrator why their healthcare is better than others, I’m often met with “It’s our level of care. Our people.” That’s not input. That’s phonetic sounds and breath. Hunting for proof and deeds, often through stories, is how we start the process. In a page of notes, you may only find 2 proof points. Read a web page or brochure someday. An ad even. Circle the proof. Paltry.
When the same hospital says it does more cyber knife treatments in one year than any other NY hospital, that’s proof. But drill down. Find out why. Understand the proof and build upon it. The information is there.
Stories and storifying are big pop marketing topics today. I love stories…but as a listener. As a listener who’s looking for proof.