Monday 2 Nov 2015

Presented with Clorox on communicating value through product claims at TMRE 2015

Markets are getting more and more crowded, both in terms of the number of options available and messages used. This is why many executives ask their team to come up with harder hitting claims to help differentiate their brands. At this year’s TMRE conference, we presented with Clorox on whether or not comparative claims are the answer and how to maximize the impact of your product claims.

How to communicate superior value through your product claims

Presented by:
Jee Ahn, Senior Consumer Insights Manager at The Clorox Company
Paul Janssen, VP North America at SKIM

If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.

About the session

More than ever before, brands rely on strong claims to convince consumers of their superiority. Marketing executives recognize this and send directives to their teams to create more hard-hitting claims. The most intuitive response is to do this by making comparative claims that directly claim superiority over competitive offerings. But is this really the most effective way to set yourself apart?

Clorox and SKIM did a deep dive into this topic and shared their findings. Analysis of thousands of claims reveals how consumers really perceive value and the way it affects their decision making. By linking these insights to the everyday complexities clients face, SKIM and Clorox provided a set of actionable guidelines on how to maximize the impact of your product claims.

We put together a handy infographic on the risks and rewards of comparative claims. Click the image below to have a look!