Poet Samuel Taylor Coleridge, is credited with saying “Prose = words in their best order; Poetry = the best words in the best order.”
One of the nicest things ever said by a fellow brand planner about my work product was there was a sense of poesy about it. I like to think he was referring to my brand claims. Typically, they are brief. And they are always pregnant. A number of claims have ended up being taglines because to the ear they sounded memorable. I rather not label them creative. If they smack of a creative spin they clank when shared with a real creative team.
Landing on the best words in the best order is how you know you are done with a brand claim.
“Campaigns come and go…a powerful brand idea is indelible” is a phrase that best embodies brand strategy. And that powerful brand idea is the claim.
As a brand strategy consultant, I’m not in the business of creating ad campaigns. I’m in the business of directing creative conception. The brand claim is the best, most lucrative, most efficient means by which to create good marketing work and judge good marketing work. It is the single most important element of brand strategy.
The best words in the best order.
(For examples of What’s The Idea? brand claims, please write Steve@WhatsTheIdea.com)