The Miriam Webster Dictionary defines the word framework as “a basic conceptional structure (as of ideas).” Also, “a skeletal, openwork, or structural frame.” As mentioned before in this blog if you Google brand strategy framework you’ll uncover over 100 million results. Results that comprise charts, diagrams, stair steps, serial thought bubbles and a mish mash of other marko-babble.
Simple man me, over the last two/tree decades I’ve worked to come up with what I believe to be a reductive framework for brand strategy: One brand claim, three proof planks. Some argue this is an over-simplification. I would argue, others are making things too complicated. Somewhere in the Art of War, I’m betting Sun Tsu skewers overcomplicating one’s foray.
Consumers often remember commercials more than they remember the product. Why is that? The entertainment complicates the pitch. And when the pitch delivered as one claim, and one of three proof planks, it’s easy to focuses.
Moreover, often brand strategy isn’t even strategy. It’s a bunch or words, insights and emotional directives that open the door to advertising. Advertising sans proof. Sure, it might move ad awareness. Sure, it might win awards and garner press. Or drive some clicks. But does the advertising predispose the consumer to purchase? And for the right reasons?
Don’t misidentify brand planning tools for strategy. More on that next time.
Peace.
