How to communicate superior value through your product claims
Transcript of How to communicate superior value through your product claims
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December 3, 2015
How to communicate superior value through your product claims
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Markets are
getting more and
more crowded
both in terms of the
number of options
available and
messages used
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This is why
many executives
ask their teams to
create hard-hitting
comparative claims
to help differentiate
their brands
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What is the
fundamental
reason consumers
buy a certain
product?
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Because they
have a need that
the benefits of
the product
will fulfill
Make Salads
Tastier
Get smooth
skin
Disinfect
Surfaces
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All else equal,
they will choose
the one with the
highest perceived
value (benefit)
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Consumer
Choice
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So comparing our
brand versus the
competition with the
support of some
numbers is the right
way to go, no?
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By leveraging positive associations
consumers have with a more
established brand, a brand can:
Establish credibility for new entrants
Help overcome specific barriers to
purchase, such as quality concerns
Brand comparisons
can successfully contribute
towards reaching certain goals
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Is often judged
negatively (bashing)
Can remove focus
from the key benefit
Can undermine a
brand’s credibility
There are, however, also
serious risks involved
with using brand
comparisons
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Consumer Perception = Reality
How do we
communicate
superior value
without these
side effects?
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Which bar soap moisturizes better?
¼
In the end, a product offers as much value as the consumer perceives it does. By comparing
against objective benchmarks a brand can portray a sense of superior performance that in the
mind of the consumer will unconsciously transfer to its perceived value vs. competitors.
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Always focus on the key benefits
principles of
creating superior
value perception
3Make your promise tangible
#2
#1
Creatively define yourbenchmark
#3
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Always focus on
the key benefits
Position yourself
on the basis of what
matters to consumers
1
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Make your
promise tangible
Be specific in how
much value (benefit)
you have to offer
2
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Creatively define
your benchmark
It is not about
comparing per se but
about establishing a
sense of superiority
3
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However, keep in
mind that consumers
are skeptical and buy
more into objective
than subjective
statements
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So, what do we do when
the primary benefit is
experiential (subjectivity
is the norm) and most
of these principles
don’t apply?
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For instance,
taste is not
something you
can claim, but it
is something
you can
show...
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Use compelling taste descriptors to bring the product
experience to life
#1Emphasize the
quality or origin of the ingredients, not the process
#2Support your message with
appealing visuals
#3
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Always focus on the key benefits
#1Make your promise tangible
#2Creatively
Define your benchmark
#3
Use compelling taste descriptors to bring the product
experience to life
#1Emphasize the
quality or origin of the ingredients, not the process
#2Support your message with
appealing visuals
#3
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