“Innovative.”

“Sustainable.”

“High quality.”

“Market-leading.”

Brands have long learned to claim their attributes.

But the more communication there is, the less credible claims become.

The counter-movement is called:

Proof.

Do not say a product is good.

Show how it is made.

Do not claim that employees enjoy working there.

Let them tell it themselves.

Do not say a technology is changing the world.

Show a person whose life it has actually changed.

That is one of the most exciting developments in modern storytelling:

Proof becomes story.

For brands, that is more demanding than classic advertising.

Because you can invent less.

But that is exactly where the strength lies.

The more interchangeable claims become, the more valuable proof becomes.

And perhaps the most credible brand message today is not what a company says about itself.

But what it can show.

#frischebrise|