Three signals worth checking
- 01
Customers can only compare your price, size or promotion.
- 02
Sales and marketing offer different reasons for the product’s advantage.
- 03
Claims such as “premium” or “best” are not backed by specific evidence.
What should leadership do next?
- 01
Listen to purchase and rejection reasons before writing a tagline.
- 02
Map direct and substitute competitors; identify an advantage that matters.
- 03
Write a short proposition: who, benefit, reason to believe and proof in experience.
What does the evidence say?
Kantar’s Blueprint for Brand Growth identifies being meaningfully different to more people as a growth driver, alongside predisposition and brand presence. It is a diagnostic lens, not a sales guarantee.
Sources & context
A useful leadership question
If the name and logo disappeared from your ad, would buyers still recognise the proposition?