Yesterday I Tweeted the question “Does anyone know what the Discount Double Check is?” Everyone has heard of it; it’s all over TV. Especially on NFL football. Aaron Rodger’s who mimes putting on a championship belt after touchdowns has sold the little dance to Allstate Insurance who has paired it with some double check insurance option and uses that as a differentiator. I’m so interested in the humor (or lack of it), I’ve yet to figure out what the product feature means. Perhaps you do. What are we double checking and how does it work?
It only took AFLAC half a decade to move beyond its quacking name-onic brand device until the advertising explained to customers that AFLAC is insurance that pays out if you are hurt on the job.
In both cases we knew what the company IS but not what the product DOES. They both fail the Is-Does test. The first test of marketers, and I know it sounds fundamental and silly, is to get the Is-Does out of the way. So all you self-described lifestyle brands out there, that’s way too inside baseball. It’s too markobabble. Get your Is-Does right.