At What’s The Idea? discovery is the secret to developing a brand strategy. Discovery being short hand for people talking about the product or service. And when I say talking, it can mean people talking to reporters — who do a nice job of capturing compelling thoughts, opinions and stories. (Tip: Find the best journalists or bloggers rather than the also rans.) When immersing in a new category I like to ask people who their favorite “read” is. I once asked the publisher of Time Magazine who he thought America’s best editorial writer. William Safire he offered quite quickly. Even over his own columnists. I love truth.
Where rubber meets the road in brand planning is what one does with all the discovery. It’s nice to have a lot of different paint colors but you can’t add them all together. I was reading a recipe for remoulade this morning and dismissed it out of hand. Too much stuff in the recipe. And I love remoulade. It’s a nice analog for brand strategy. Too much stuff kills brand strategy so the planner must prioritize. In my case, I organize into a claim and proof array. I can’t promise you the claim emerges first, sometimes if does. The scientist in me wants to suggest once the proof array is decided, the claim emerges – but that, too, is not always the case. It’s a little bit art, a little bit science.
But fear not — organize your proof into the most compelling care-abouts and good-ats (3 proof planks in total) and you’ll be well on your way. Back to the remoulade analogy, you’ll also be able to understand what you are tasting and why.