Articulating benefits helps highlight latent brand opportunities

We connect attributes to benefits
  – Deconstructing the offer
  – Then exploring the potential
     benefit chains of each element
     individually before looking
     again at the whole

Useful for understanding latent brand strengths as well as more obvious ones
  – Opportunities for brand stretch
     or repositioning


This example shows just a fragment
of the ladder for this attribute


COFFEE AROMA Stimulates my senses
COFFEE AROMA Stimulates my senses
Makes me feel more alert & alive
Makes me feel more relaxed
Starts the 'engaged' day
Stress free moment
Do things to the best of my ability
Can concentrate on the next task
Feel able to take on the day