is an effective research tool that helps us translate the most important brand strengths and capabilities into meaningful benefits. The technique's inspiration derives from Abraham Maslow's theories on human motivation and his "Need Hierarchy".
The Goal: To identify the strongest and potentially, most differentiating brand benefit and differentiator.
How We Do It: In BrandLaddering™ we ask, “what does the brand do best”, and then ask a series of iterative/redundant, “why is that important” questions in order to ladder up to the (most) important benefit. Various paths emerge. Some paths are stronger than others. Generally, the strongest paths provide important, and differentiating emotional benefits. Emotional benefits (rather than simple physiological benefits) create more feeling and a potentially deeper relationship with the consumer. When complete, we evaluate the various ladder paths that emerge, then we determine, somewhat subjectively, which benefits are driving the brand, and what is the most important benefit.
Why it Works: BrandLaddering™ helps identify your unique point-of-difference.
The Outcome: Your brand positioning and communication strategy.
