Does Not Impute.

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Imputed is my new favorite branding word.  It is what brand planners do.  We impute. In an organized way. In a memorable way.  In ways meaningful to consumers and ownable to brands.  Imputers are we. 

And when the creative/marketing work does not convey our brand strategy values “It does not impute.” Rhymes with “does not compute.”

A key to being able to carve out a memorable position and value in the minds of consumers is simplicity. Combined with cultural-forward currency. And endemic brand/category value. As is, when positioning a beer don’t sell the lifestyle. 

The brand strategy framework at What’s The Idea is one claim and three proof planks. That takes care of  simplicity. As for culture-forward and endemic brand value, those are the heavy lifting of brand planning. That’s where you use your non-artificial intelligence. 

Peace. And Go Julius Randle!