Join Lindsay Pedersen for an in-depth discussion in this video Ladder, part of Create A Brand Strategy.
- Okay now that you've identified your uncommon…denominator it's time to do what we call a benefit ladder.…Let me explain by illustrating an example.…Proctor and Gamble launched Bounce dryer sheets…in 1975.…Prior to that there was no such thing as dryer sheets.…So they launched this brand new type of product with…a functional benefit of wrinkle free clothes.…Because this Bounce dryer sheet contains wrinkle…relaxing ingredients you put them in the dryer…and voila your clothes are wrinkle free.…
At launch Bounce emphasized their dryer sheets…promise of wrinkle free clothes.…For several years wrinkle free was the functional…benefit that they messaged in all of their communications.…So a few years into their launch customers readily…understood that Bounce brought them the benefit of…clothes that are wrinkle free.…With that functional benefit of wrinkle free…solidified after a few years, Bounce laddered…up that functional benefit to the higher order benefit…of attractive clothes.…
The customer hears that Bounce makes their clothes…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action