PiNG! Connecting with Your Consumer - Flipbook - Page 51
PiNG!
PiNG!
CHAPTER 2
CHAPTER 2
Benefits Beget Benefits
Leverage Your
Hierarchy of
Benefits
Understand the importance of your benefit
hierarchy to your consumer. Benefits often have struc-
ture, or hierarchy. Depending on the category, different benefits
have levels of importance that play off of one another. In facial
care, for instance, the benefit of Olay is that it reduces the seven
signs of aging. But the principal benefit is that it makes the
consumer look younger, which will make her look more attractive, which builds self-confidence. Carbonated soft drinks offer a
taste benefit, but beyond that provide hydration. At the highest
level, brands like Coca-Cola and Pepsi provide a benefit of connection to others. There is often a nearly endless string of core
benefits. Every benefit begets another benefit.
Which of your brand
benefits has the most
consumer connection—
but gets the least
attention?
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