Our countdown of the 40 Most Common Brand Problems continues…
Number 22: Focusing too much on product attributes and not enough on brand benefits in consumer communication
Analysis: You will have to decide the right combination of attributes, benefits, consequences, and basic human values your brand claims to possess or address.
Key Point: Typically, the further up the need hierarchy (from basic functionality to emotional connection) your brand climbs, the more difficult it is for competitors to make similar claims or to emulate what your brand delivers.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
