What Are the Reasons to Believe?

Why Should I Believe You? Back when I worked on Proctor & Gamble (P&G), the makers of Tide and Oil of Olay, I was so entrenched and accepted in their marketing process and machine that the client allowed me a blue security card that get through all kinds of doors to their inner sanctum. Trade secret leaks and unwanted visitors were kept at bay by P&G’s building security.

As their creative ad agency, we would present outlandish and sometimes brilliant creative ideas. None which would see the light of day. P&G always took a very logical linear approach. A+B = C. If we made a claim, it would have to have a “Reason to Believe” (RTB). Or, as the marketing team called it, an RTB. Tide could make a claim that ...

Get Telling Your Story, Building Your Brand now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.