This is a blog about brand planning and marketing. There are millions of marketers in the world and only a thousand or so brand planners. Most brand planners also known as account planners work at ad agencies. The rest are consultants like me, hiring themselves out to agencies or working directly with marketers.
A brand planner is a strategist. In my case, I am an up stream strategist who helps organize product, experience and messaging. My tool is a specialized brand plan, consisting of one claim and 3 proof planks. The word plank was borrowed the political world. Each brand plan has three key planks, all of which support the claim. It’s a family.
What resides in a proof plank? Real examples. Evidence. Existential proof of the brand claim. No platitudes. No marko-babble. No blather or bluster. Just proof. People remember proof. They remember it before claim. In healthcare there is lots of talk today about “evidence-based” medicine. That’s what makes a great brand plan. Proof and evidence.
For examples or just a chat about evidence based brand planning, write Steve at WhatsTheIdea.