April 8 – 11, 2025 | Virtually and in person The Greenbrier Resort in White Sulphur Springs, WV
Generational products that spawn new categories often originate in technical changes that provide new consumer– perceived benefits. These benefits are then skillfully expressed through excellence in branding and marketing. There are some brands that simply originate from a winning concept that identified an unmet need or were based on new applications previously not known for an existing brand.
Truthfully communicating the benefit of a product to consumers is the role of advertising claim substantiation. This area requires technical, marketing and legal sophistication to be successful. The methodologies used to collect and analyze data for claims support are often different from those involved in a typical market research study.
In this course, you will participate in a discussion of the methods typically used in marketing science and you will be introduced to alternative, sometimes better, methods that provide insights that can be used to build great brands.