If you look at brands they have a communication tagline. This tagline is what we call a claim. Now I was musing about it and I realized human beings do have taglines too. Why do brands have taglines?
Taglines are a condensed representation of the values or attributes a brand wants to be perceived as offering to the target audience. Unfortunately some of these claims are not realistic and neither are they true. But marketers know if they feed you with a claim over and over, your mind starts to think that it is a true claim and we start as we seek to fulfill the created demand and thus we end up consuming the brand.
Let us look at two big brands in Kenya and see what they claim to offer.
OMO : This is a detergent that aggressively fights for her market share. In the recent past they claimed that Dirt is good. Obviously that is a lie if dettol is to go with. Anyway, they would show kids learning how to ride bikes or learning how to play football and as they fall, they would get a badges of honor and that is how dirt is good. In the same campaign they used footballers (Samuel Etoo) to endorse the brand. Who doesn't want their kids to succeed? According to OMO let your kid get as dirty as they can, that is the way to succeed. In my words, let your kids get as dirty as they can, you will only end up using more OMO for the meantime. By the time you realize dirt aint good and your kids cloths are something else, OMO will have come up with another claim... Fights Dried In Stains... who is laughing now?
Let us look at another brand
Coke: Always Refreshing. Life gets monotonous and boring for most of us. And as we engage with what we do we get drained and dehydrated. Knowing water is the best beverage to hydrate, Coke tells you to get refreshed always and so they model that bottle adorned with ice cold sweat that makes you crave for one. That is the claim that water no matter how healthy cannot beat so easily. And that is why it is easy to grab a cold soda over a cold glass of water. Then realizing that people are becoming more health conscious, BRRRRRR came in the picture. We want something exciting to shake us from the inside. And that campaign was a success. And before we realize there is nothing BRRRR about a cold coke, they came up with now what is here... open happiness. Now what is this? Ok, this is fantasy. And subconsciously we are looking for some open happiness... Something liberating, something beyond. Are we still talking about quenching thirst? You tell me...
In a nutshell, that is the power of a tagline, a claim.
Most human beings unfortunately do not have a conscious claim. But of yoy stick around a person you will hear something they say way too often.. Let me sample a few, life is hard, life is boring, I can't do that. I wish I was... I wish I had, If only, I will be happy when... Someday I will...
I believe your claim whether conscious or unconscious will define what you offer life and how your surrounding configure themselves for you. As earlier said, a claim may not be true, but as we consistently engage with it, it starts defining so many things for us.
Having thought about this, my claim for this season is living a great story.
So, what is your claim?