When brand planning, there is collection mode and production mode. Collection is about research and interviews and consumer insights. The latter should be marketing-centric with a measure of cultural anthropology thrown in. The thing to remember about cultural anthropology is to never insinuate yourself into the equation. Never alter the behavior of the subject you are studying. And by asking questions, you are likely doing that very thing. It’s tricky.
Once collection is done, and frankly, it’s never done, it’s time to start packaging. Time to produce. At What’s The Idea?, I’m lucky enough to have developed a pretty fool-proof framework for brand strategy: One claim, three proof planks. So for me production is about filling those boxes.
I use lots of metaphors for pairing down all the info and learning and putting it into a one claim and 3 proof planks. The Boil Down is one such, where everything goes into a big stock pot and boils away the unimportant. Then there is the wheat and chaff metaphor and the cull rack metaphor. But really, inspiration for the claim and proof array is cerebral. The claim has to be right. Inclusive. Inspiring. Memorable. And the proofs planks must be scientifically accurate. And it all must fit together. Proof planks must be organically linked to the claim, not tethered or bolted on.
And the inspiration for this brand strategy? From where does is come? From the product of course.