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Relevant and Compelling
By: Jeff Falk
Posted: June 7, 2011, from the June 2011 issue of GCI Magazine.
page 4 of 4
“Prestige brands understand how important aspirational, emotional story telling is to the success of a brand,” says Grubow. “They invest in cutting-edge innovation and cull the global expanse to discover new ingredients as well as rituals that resonate. They bring more than the claim to life—leveraging product, packaging, communication, service,—a complete multisensorial experience to deliver the luxury and expertise of a brand.”
At the end of the day, claims are about the connection between consumers and brands—how is this product relevant to this consumer. There’s always a better price point and an equally efficacious choice, but choosing and living up to claims that are true to the brand DNA while expressing the USP are stronger bets at finding a place in consumers’ lives.