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How can you stand out on shelves? And which features should you emphasise to convert shoppers into customers?
Effective product positioning turns attributes into your advantage, and credible marketing claims help you differentiate from the competition.
Brands have to send the right signals—on pack, across e-commerce listings and in advertising—to influence purchase decisions. Attributes and cues like ingredients, functional benefits, formats, fragrances or proven category leadership communicate value to consumers. And market intelligence helps you choose the claims that will resonate.
In this episode of Opportunity Minded, get expert perspectives on how to position your products and why validated marketing claims matter in a crowded market. Whether you’re rebranding, reformulating or launching a new line, you’ll want to tune in.
Press play to learn about:
- Selecting product attributes and using marketing claims to strength your positioning
- Unexpected combinations that work (and why)—jump ahead to 18:46 for a quick game
- Table-stakes claims and what these mean for your strategy
- Nuances between markets and categories—same attribute, different meaning
- Emerging claims, consumer education and price premiums
- Types of validated marketing claims that build trust
- How these credible claims help you enter new markets and retailers
- Regulatory compliance risks and the importance of due diligence
You’ll come away with actionable insights, so you can start to tap into need states or innovation territories, capture white space opportunities and connect with your target audience.
You can also find Opportunity Minded episodes wherever you listen to your favourite podcasts.
Meet the experts
- Brianna Makar, Senior Consulting Practice Manager – Innovation
- Miri Eliyahu, Senior Consultant
- Mike Fergus, Senior Consulting Practice Manager – Marketing Claims
Keep growing with our series
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