In Marketing a claim is a way to establish positioning. Before one claims something, it is required to research whether the claim is solid. If not, the claim is weak. The credibility would be questionable. But then we know the world is big and it is impossible to check the claim wordwide whether it is legitimate or not. And next question is who defines this and to which standards?
I found this description about claim at grammar.about.com. There are three sorts of claims:
- Claims of fact assert that something is true or not true.
- Claims of value assert that something is good or bad, more or less desirable.
- Claims of policy assert that one course of action is superior to another.
Two days ago Jamie Oliver’s food photographer, David Loftus shared this pic on Instagram @davidloftus.
What intrigued me was not the beautiful pic but Janet de Neefe’s comment that she stated she made the best Gado-gado. FYI Janet de Neefe is the Australian owner/founder of Casa Luna in Bali. She began with Casa Luna Bakery Cafe Restaurant in Ubud in the early 90es. This has become an institution there due to many mentions in travel guide books and even the New York Times! After this overwhelming success De Neefe expanded her business with Honeymoon Guesthouse, Indus Indian Restaurant, Cooking School, Emporium and Bar Luna. All of these establishments are located in Ubud and surroundings. Google CasaLunaBali for more information of you are interested.
What does Janes de Neefe have to do with this post? It is because her claim she made the best Gado-gado (that is Indonesian salad with peanut sauce dressing in the picture). She has the guts to claim this. She is a business woman and has the right to do so. However, is it true? Is her claim valid?
I can’t help but wonder although the taste of her food at Casa Luna is good, it isn’t excellent. Before you think I rant about Casa Luna and co, I stayed a couple of times in Honeymoon Guesthouse, followed the cooking lesson there and I eat and drink frequently at Casa Luna whenever we are in Ubud, my husband and daughter love it there.
Although De Neefe’s food may have received good reviews from well-known food journalists world-wide, as an Indonesian I still think De Neefe’s claim is a daring one. Am I being chauvinistic here because she is Australian who claims to make the best Indonesian dish?
I don’t know. What I do know is there are many more Gado-gado which tastes better than hers. These are my favourites; Gado-gado Boplo in Jakarta and Gado-gado in Depok nearby my campus. So her claim intrigues me more because it is about taste. Back to one description about claim above
Claims of fact assert that something is true or not true.
True or not true is relative here. It depends on so many factors and elements. Perhaps De Neefe’s friends and other people in her surroundings find her Gado-gado is the best. Perhaps her guests think the same way. But is this representative if most of them are foreigners? Who defines what the truly taste is of Gado-gado? Indonesians or to narrow it more specifically, Jakartans where the dish originally comes from?
This long post offers an example of it in food because I am a self proclaimed foodie. This is applicable to anything else though. In my work when I develop a campaign and attach it with a claim of the product for positioning, I need to verify it first. When the claim doesn’t match with the fact or how the majority of the customers experience it, then something is not right. Then it is back from the start and a waste of time.
This is what I learned marketing wise. Claim is daring and risky unless supported by valid data and fact. But then who define it? Data, fact and feel are relative and personal.
So whenever I see somebody’s email address such as email@example.com and the likes, without being sour I ask myself, Says who?
Picture is courtesy of David Loftus