We undertake certain roles in life from which there is no return. Being mother is one such. My wife always felt mothered by my mom, but today my wife has similarly stepped to. She not only mothers our children, she mothers me as well. (Oh, it’s a good thing.) As I said, there are some roles from which there is no return.
For brand planners these roles are fertile ground.
I wonder if you can actually ask a person to accurately share their most important life role? I suspect you wouldn’t get the cleanest of answers. “Work is my life.” “I live to teach.” “Saving lives.” “My family.” These answers are a bit generic. They even sound like taglines. The planner’s job is to dive in, past the macro, and find the proof. Find examples of the claim. Because this is where the realities lie. Where the behavioral pictures truly emerge.
Lots of planners talk about truths. And those truths may fill in lines on a brief. But to really understand the truths you must uncovering proof.
McCann-Erickson’s tagline is “Truth Well Told.” It’s the best agency line in the business. It should be “Proof Well Told.”