Marketing and advertising would be much better if they focused solely on proof. Proof of value. Demonstration of value. Honestly, you needn’t even be best-in-class, you just need to support your value claim. But 90% of advertising today tells consumers what to believe but doesn’t show it.
There was a time when you could sing your product’s praises and it sold. That was the era of “We’re here” advertising. If you were simply top-of- mind, you won. It’s a strategy Geico still employs. But ladies and gentlemen, we live in an era of analytics. Of measurement. Of Finite-osity. There are ways to prove a claim.
Analytics are the friend of proof.
If you say you are the best-selling dishwasher detergent, there’s data to prove it. If you say you are the hotdog eating champ of Brooklyn, there’s a contest. Most snow in Utah? NOAA measuring stick. But for some reason we still prefer to sing the praises of our products.
My job as a brand planner/brand strategist is to rid the business of this horrid and wasteful selling practice. My job is to organize product and service values into groups of proof which existentially (there’s that word again) reflect a product’s superiority.
Love to show you how it works and prove how it has worked for clients.