If You Want to Build Superiority, Don’t SAY YOU’RE SUPERIOR

If You Want to Build Superiority, Don’t SAY YOU’RE SUPERIOR

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.