PiNG! Connecting with Your Consumer - Flipbook - Page 52
PiNG!
CHAPTER 2
WORD POWER: DEFINE AND DIFFERENTIATE
Essential
Language Cues
Focus Brand Benefits
Use language to convey a clear
benefit. Consumers want to know why
they should use one version of a brand over
another. That’s why version language must
be closely tied to version benefits. Language
reflects the key benefit, which can be efficacy-based (like sun block) or experiential (like
fragrance). Language also differentiates using
subtle cues that range from tonality to language word play. Strong brands do a good job
of selecting language and nomenclature for
each version that clearly reflect such benefits
and differences.
DOES YOUR BRAND USE LANGUAGE
AND VISUALS TO DIFFERENTIATE?
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