From the course: Create a Brand Strategy
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Creating a customer benefit ladder: Deliver connection
From the course: Create a Brand Strategy
Creating a customer benefit ladder: Deliver connection
- Procter & 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 the 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. 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 attractive. And the reason they build leave that promise is that they know Bounce makes their clothes wrinkle-free.…
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