When developing brand strategy I look for the claim then search for 3 business-building planks that support that claim. Proof planks, in other words. Proof can be tangible or it can be developmental and additive. What do I mean by developmental and additive? Let’s just say it’s a goal and we may not be there yet — it’s under development. From a messaging point of view we may not have the scientific proof yet, but we know how to talk about it. Sympathize with it. And celebrate it.
Were I selling for Taco Bell and had a proof plank about using ingredients imported from South and Latin America, I might talk about the qualities of those ingredients that make for a uniquely South American taste (soil, sun, mountains). In the meantime, while that proof is under development, the company had better be looking for real sources. Proof under development is a little like working at a start-up, it’s about what you know, not what you make – about what your mission is, not what you can deliver right now.
This may sounds disingenuous, but it’s not. I would never suggest lying or misleading. In the Taco Bell example it would have to be known that, say, the peppers were from the arid southwestern US – but the story has a beginning, a direction and a motivation. Peace.