The brandstrategy framework used at What’s The Idea? is not an impenetrable membrane. That is to say, it is not a wall that keeps out creative ideas and marketing executions. Sure, there may be some brand policing by brand manager, but brand strategy is not meant to create “the land of no.” Think of brand strategy as a springboard for creative ideas. A place to start.
The What’s The Idea? framework comprises one claim and three proof planks. A claim is a statement of value to a consumer; something they want. The stronger the want or need, the better the claim. As for the proof planks, they are exactly that. Proofs of claim. Proof planks are the foundation of brand stories. They create muscle memory for consumers as to why the claim is true.
The claim and proof array open the doors to creative thought, it doesn’t close it. This is not untamed creative thought or “creative for creative’s sake,” but ideation based upon an organized selling strategy that builds brands.
Brand strategy organizes the creative mind.