Here’s an exercise for brand planners.
I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers.
Brand planners should ask themselves the same questions only with a slight modification at the end. What does the company want? What do the consumers want? And what does the brand want? The brand’s desires may not align with that of the company and could be a healthy source of exploratory tension.
The What’s The Idea? the brand strategy process plumbs consumer “care-abouts” and brand “good-ats.” The nexus of these qualities decides the brand claim and proof planks. But with the tripartite “What want?” approach, it may make the planner look at a new dimension. May.
Might be worth a try.