Let’s talk about brand planks. Brand planks, like political planks, are areas of discussion important to the people. In the case of marketing it’s the people who buy products. Across all categories price is important, service is important, so is availability – but these are prices of entry. A brand plank, all afore mentioned being equal, is a care-about that predisposes consumers toward your product. It’s a reason to buy or a reason to prefer.
Wal-Mart over the weekend was dinged for smearing Mexican government officials with cash to improve its move into the country. Yesterday its stock took a 5% dive. Money traders felt the news would have an adverse effect on company earnings. Brand planks, well managed, have the opposite effect. They create value for a brand.
Research, brand planning and science – the ability to predict outcomes – are what smart marketers concern themselves with. Find the perfect troika of brand planks, message and demonstrate them daily and sales will happen. The tactics can change, the campaigns can change, but the planks are sacrosanct. If the brand planks are right, it’s even possible they can survive a change to the brand strategy. Peace it up!