All of the following ads have the word it in the brand promise:
COCA-COLA (a classic)
AMERICAN EXPRESS CARDS
And here is a link to an ad for Post-it Notes, a product with it right in the name:
I put together this list as our organizational development firm, Design Group International, developed its own value proposition and brand promise. We settled on the sentence:
Design Group International helps organizations and their leaders discover clarity and implement solutions.
A shorter catch phrase we settled on is:
It begins with design.
We had an extensive internal debate about the proper use of the word it because it offers no definition. Do we mean the client’s success, their fulfillment of mission, their objectives? We did not choose the word it because we could not decide, but because each respective client provides their own definition of what they need. Our value proposition is that we help clients get it done. In a number of cases we also helped the client discover what it was they needed to address to get unstuck and find new levels of success.
Our use of the word it, a word that requires an antecedent to make any sense, points to the important distinction between offering a product and guiding a process. If we only offered a product, we would tell a prospective client they need it. But when we offer a process, the client has to tell us what it is they need. Design Group International guides processes of discovery and implementation so that what the client desires is what gets achieved. I’m glad to be part of it.
-mark l vincent