Attribute Mix

A compelling brand story needs a compelling product.

To build the most compelling product, we take the target brand and the core competitors and quantitatively deconstruct their offerings.

We then use simulator software to rebuild those products and explore the effect that changes will have on brand share.

This allows for effective decisions on how to optimize the product attribute mix and to calculate accurate ROI for any changes.

In this example, changing from the current ingredient claim to claim 5 can, by itself, drive a 3% share increase. We can also look at the synergistic effect of an optimized ingredient claim, benefit, packaging claim, etc.