Followers of What’s The Idea? know that proof of claim builds brands. Existential evidence beats out ponderous, repetitious boasts every day of the week. The brain processes and indexes proof, it doesn’t process hollow promises. Sermon over.
So if we want to brand builds faster than the competition, we need to evaluate our proofs. I posit that the proofs shared between consumers are the most compelling. (The Superglue image of the man whose hardhat is attached to an I-beam and lifts him off the ground always comes to mind – it’s a classic example of proof.)
Brand planners and ad agents are big on storytelling and storifying. As am I. But not for the sake of storytelling. When a story contains proof, that’s when it becomes compelling brand craft.
So a story:
I was working with a huge healthcare brand many years ago and interviewing a top orthopedic surgeon who explained how they were building knee cartilage. “First we take some soft tissue from the palate of the mouth. Then we add human growth hormone and let it multiply. Then we build a miniature, dissolvable scaffold out of an organic material and place it arthroscopically in the knee and inject it with the lab tissue. After the scaffold dissolves it leaves cartilage. It’s also the same way we rebuild bone.” Leading edge treatments and technology was a brand plank. You can see why.
Find your claim and prove it every day. The more compelling the proof, the better the outcome.