Managers spend lots of time and money trying to substantiate claims that their brand is better than the competition: “Consumers prefer Coffee A over Coffee B, two to one! ” “Eighty-percent of microbiologists polled agree that Scrubbing Agent X kills germs more effectively than Scrubbing Agent Y!” Superlatives are trotted out like racehorses, but they don’t guarantee a winning message.
In a meta-analysis of 40 new product and existing brand concepts, TRIGGERS® demonstrated that overt claims of superiority don’t drive purchase interest nearly as effectively as a differentiated positioning with relevant multi-sensorial cues.
In fact, a product with the right Brand and Category TRIGGERS® outperforms concepts with overt superiority claims by an average of 20 points of purchase interest.
Consumers are skeptical creatures and when you tell them a product is superior, their antennae go up along with their barriers. But identifying a brand’s specific TRIGGERS® enables marketers to leverage positive associations consumers already have in their minds, making them far more likely to buy.
