Thankyou to everyone that contributed to the post on brand ideas and their seeming rarity value.
I had wanted to create a definitive set of criteria for judging whether you had a proper brand idea or not. But this exercise wasn’t particularly fruitful – or at least I think its tough to try an legislate for strategic genius. And indeed as decent a list as any was included in the post I wrote about Jon Steel’s Perfect Pitch – truth, beauty, excitement, significance and persuasion if you remember.
But I really like this chart – it sort of fell out of the conversations.
The problem – I am a great believer that great ideas start with big problems. And the more fundamantal the problem the better. This has always been my defintion of radical as taught to me by the great Jon Leach - radical means solving problems at their most fundamental level – or root (hence radix or radical) cause.
Your position – this is about showing that you care about the things that we care about. It is partly taken from the Cluetrain idea that people are no longer interested in your positioing only your position and partly from John Grant’s idea that brands need to find a bigger enthusiasm to have. Dirt is good is about finding a bigger enthusiasm than detergent. I’m pretty keen now that all brand strategy this more opinionated approach.
Your promise – I think this is an important part of the mix. The promise is the way in which you (implicitly or explicitly) prove to the consumer your credibility in holding that position and what you intent to do about it. Implicit in the dirt is good position is the promise that Persil will get your kids’ clothes clean no matter how dirty they get.
Your Brand Idea – This is an outward facing crystallisation of the postion and promise ideally exploiting the tools and tricks of edibility, memorability and transmission I am so keen on. Dirt is good works because it is bold, contrary and based on a familiar structural form. Critically this cannot simply be an idea that the brand has had but should be the idea behind the brand – or as Adrian commented, the brand ideal. Don’t confuse this with an advertising idea or a creative idea. These can come out of the brand idea (and great brand ideas should yield great communications in the right hands) but they are unlikely to be the primary manifestation of the brand idea.
Incidentally there should be afollow up chart to show the way then that the activities of the brand should explode out from the brand idea creating the molecular structure Grant talks about.
Simple as that really.