Kevin Perlmutter, a friend and strategist with Limbic Brand Evolution, a practice focusing on neuromarketing, posted today on LinkedIn about the importance of understanding consumer feelings. And presumably, moving those feelings toward a bias for one’s product. Good stuff.
I like to do the same. But readers (all 6 of you, hee hee) know my framework is less about mining feelings and more about mining proof — proof that drives feelings.
My brand planning approach is driven by an awareness that marketing and advertising today is “90% claim and 10% proof.” That is, it tells you what to feel rather than give you the evidence that allows you to feel it. And believe it. That requires proof. I can say I make the best pizza in Los Angeles, but where’s the proof.
My rigor for brand planning mines proofs. Demonstrations. Evidence. Existential phenomenon. Sure, I write a brand brief but it is the proof that drives the strategy and the claim. It’s proof or poof. 
I’s sure Kevin would agree. Check him out.
Peace.
