C-level executives have been known to devalue brand strategy. Politely, they nod in presentations but deep down they view it as more of a marketing thing than a business thing. “All altruism, no profit.”
What’s the Idea? is 100% about making money for clients. Hard stop.
Here’s how:
Let’s start with some framework background. At What’s The Idea? brand strategy comprises one brand claim supported by three proof planks. The proof planks are organized to bring the brand story to life, both backward and forward. Proof is the secret sauce of a powerful brand strategy. Proof convinces people.
And while a small proportion of What’s The Idea? brand claims might come off as altruistic, mark my words the executional planks proving the claim are hard-as-nails selling points. Think of the brand claim as the strategic packaging surrounding tangible slam-dunk reasons to buy. By themselves brand claims — which may never be seen by a consumer– are headline-like. Sometimes pithy, sometimes boring, they are ideally poetic and memorable. When CEO’s, CFOs and Chief Marketing Officers, people steeped in the business fundamentals, hear the claim, the feel it and they get it. It speaks to them. Especially when brought to life by the proof planks.
Proof sells. Organized proof is branding.
Peace.
