Let’s face it, brand strategy is all about what Trout and Ries labelled positioning. Owning a place in the mind of the consumer that is of high value and defensible. I would add to that a place that is universally recognized as “you” – offering something you do really well and are constantly perfecting.
There are many flavors of brand planner just as there are many flavors of writer. We all have different slants on what we deliver.
Let’s just start by saying making a living selling an organizing principle, AKA a strategy, is hard. It’s easier selling logos, names and taglines. Logos, names and taglines, out of context though, are hard to sell so most branding shops spend time on the set up. What do I have to say to sell my money-making buildable? At What’s The Idea? there are no brand buildables just a paper strategy. A piece of paper using a framework of one claim and three proof planks. It is the framework that creates a position in the mind of consumers.
The way all brand planners get to strategy (the paper kind) is through insights. What one observation, both scientific and behavioral, can power the idea that is the brand claim? Of course there can be multiple insights, but only one can truly light up the (brand manager’s) amygdala. Like the hogs that smells the truffle, the Insight Beast is branding’s best friend. Insight Beasts build the world’s most powerful brands.
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