Product innovation is an expensive and risky business. Consumer reluctance to change behaviour, retailer resistance to list or competitor retaliation can all lead to defeat.
Powerful, well communicated claims are therefore an important part of the brand arsenal – an opportunity to present your brand as the winning choice with less risk, time and cost.
When creating claims I (gently) push teams to explore different categories of claims. Here’s ten ways to claim victory:
Obviously, for best results add some expert facilitation!