Create Effective

Product Claims

Using Implicit Research

Claims and taglines are essential tools for brands to communicate their value proposition, differentiate themselves from competitors, build brand awareness, and create a loyal customer base. 

product claims neuromarketing testing implicit association test

Using Claims and Taglines to Build Brand Equity and Develop Emotional Connection

Claims and taglines are powerful tools that can make or break a brand’s success in the marketplace. They serve as a concise and memorable way for a brand to communicate its value proposition to potential customers. They can be featured on various marketing materials such as advertisements, social media posts, websites, packaging, and more.

When used effectively, claims and taglines can create a strong emotional connection with consumers and help to build a loyal customer base. They can communicate the brand’s essence, values, and unique selling proposition, and highlight its unique benefits, positioning, or personality. For example, Nike’s “Just Do It” tagline is synonymous with the brand’s empowering and inspirational personality, which resonates with its target audience of athletic and active individuals.

Moreover, claims and taglines can also help to differentiate the brand from its competitors. In a crowded marketplace, a brand’s unique selling proposition or unique benefits must be communicated clearly and memorably to stand out. For example, FedEx’s “When it absolutely, positively has to be there overnight” tagline communicates the brand’s core value proposition of reliable and speedy delivery services, which differentiates it from competitors such as UPS or USPS.

Overall, effective claims and taglines can be a powerful tool for brands to communicate their value proposition, differentiate themselves from competitors, build brand awareness, and create a loyal customer base. It is important for brands to carefully craft their claims and taglines to ensure they accurately represent the brand, are backed by evidence, and resonate with their target audience. 

Importance of Differentiation in Claims and Taglines

Being unique and differentiated is a critical factor when creating effective claims and taglines for advertising campaigns. In today’s highly competitive marketplace, it’s not enough to simply offer a quality product or service. Brands must also be able to stand out from their competitors and make a lasting impression on consumers.

A unique and differentiated claim or tagline can help achieve this by capturing the attention of consumers and setting a brand apart from the rest. For example, Nike’s “Just Do It” tagline is simple, memorable, and conveys a message of empowerment that resonates with its target audience. This tagline has become synonymous with the brand and has helped Nike establish itself as a leader in the sports apparel industry.

Similarly, Apple’s “Think Different” tagline, which was used in a series of ads in the late 1990s and early 2000s, positioned the brand as innovative and creative, setting it apart from other technology companies at the time. The tagline was memorable and effective because it communicated the brand’s unique value proposition and differentiated it from its competitors.

A unique and differentiated claim or tagline should also be memorable to consumers. By using catchy phrases, creative imagery, and unique messaging, brands can create a lasting impression in the minds of consumers. For example, M&M’s “Melts in Your Mouth, Not in Your Hands” tagline has been used for decades and has become a staple of the brand’s marketing efforts. The tagline is memorable, catchy, and effectively communicates the product’s value proposition to consumers.

One of the all-time great taglines is “Beanz Meanz Heinz”. Not only is it a direct call to action, it implies that Heinz is the original product, and any competitor’s beans or own label brands are just copycats.

Back Up Claims and Taglines with Evidence to be ‘Believable’

In today’s marketplace, consumers are becoming more discerning and savvy, and they can easily see through any claim that lacks evidence or factual support. This helps to establish credibility and trust with consumers and demonstrates that the brand is committed to delivering on its promises. For instance, if a brand claims that its product is made with all-natural ingredients, it should be able to provide evidence to support this claim, such as ingredient labels or certifications. By doing so, brands can build a positive reputation and establish themselves as reliable and trustworthy in the eyes of consumers. Therefore, it’s essential for brands to ensure that their claims and taglines are not only unique and engaging but also believable.

To achieve this, brands need to back up their claims with evidence and facts, making sure that they are rooted in reality. This requires conducting research and collecting data to ensure that the claims are supported and can be verified. Brands can also use testimonials and endorsements from satisfied customers to reinforce their claims and make them more believable to potential customers.

An example of a believable claim is Subway’s “Eat Fresh” tagline, which positions the brand as a healthier fast-food option. This claim is supported by the fact that Subway sandwiches are made with fresh ingredients, which is a key selling point that aligns with the brand’s values. By delivering on its promise to provide fresh and healthier food options, Subway has been able to build trust and credibility with consumers.

It is also important for brands to ensure that their claims are not misleading or exaggerated. Making unrealistic claims can lead to a loss of trust and credibility, which can harm the brand’s reputation. Consumers are more likely to trust and engage with brands that are honest and transparent, even if it means making less grandiose claims.

An example of a misleading claim is Red Bull’s “Gives You Wings” tagline, which was criticised in a class-action lawsuit in 2014 for misleading consumers into believing that the drink could enhance their physical and mental performance. The company was forced to pay out $13 million in damages and change its advertising practices. This case highlights the importance for brands to ensure that their claims are not misleading and backed by facts to avoid damaging their reputation and facing legal repercussions.

Measure the Emotional Response to Your Product Claims

Claims and taglines featured on marketing materials and packaging can significantly influence how consumers perceive a brand. They can effectively communicate the brand’s essence, values, and unique selling proposition, build brand awareness among potential customers, and differentiate the brand from competitors by highlighting its unique benefits, positioning, or personality. 

Split Second Research can test new and existing claims, as well as those of competitors, to determine their effects on consumer perception and intent to purchase. These tests can reveal the emotions that consumers associate with a claim, whether the brand owns the claim (or if it is misattributed to a competitor), and whether the claim is believable.

Implicit market research methods. Visual assets case study by Split second research

See our brand assets implicit case study


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