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 ...
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