March 11, 2017

Customer benefits

Look back to early product packaging and marketing, and you’ll notice a common thread running through to the supermarket shelves of today.


Problem: Children Teething. Benefit: Soothing.

Simply answering the question what’s in it for me”, is very powerful, and has been for a long time.

Yogi tea stands out to me because the execution is so blatant: the name of the tea flavour, is the suggested benefit the customer will get.

When you start framing products this way, you’ll see it more often.

Gatorade: The sports fuel company.” Fuel Bar’ couldn’t get more obvious.

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