Optimisation is all about making sure your product or brand’s core proposition is relevantly differentiated and its reasons-to-believe are expressed in the most compelling ways possible.
The objective is to express your product’s fundamental value proposition so clearly, that price-based activity becomes a way of gaining temporary advantage – rather than your sole way of defending your market position!
- First step is to gain penetrating insights into underlying consumer needs and the ways consumers evaluate competitive offerings.
- Then work out what features, benefits or attributes you could leverage to convince consumers that your solution is a superior match to their needs.
- Finally, you need to craft these points of superiority into relevant, memorable and compelling claims!
Simple … but not easy.
We can help guide you through the process and help you generate game-changing results – just like we have for the team at Reckitt Benckiser.
Why not check out the case history … then give us a call?
Challenge: What are your brand’s differentiating RTBs and how could Brand Development help you optimise their relevance?