Insight Driven Claims & Messages
Managerial Quote
Advanced Module
Training Series
What to Expect for Each Module
Revisiting an Insight
Definition of a Claim
Panasonic Claims Process
Identify Claims
Following the Insight Driven Model
Identify Claims: Customer Insight
Claims used in Active Evaluation
Claims link to the Usage Experience
Going back to Viv
Viv's Pain Points + Jobs To Be Done
Does the Product Meet These Needs?
Identify Claims: Technical Model
Technical Data
Viv's Technical Data
Technical "Story"
Case Study - Clove Shoe
Identify Claims
8 Point Checklist
Focus on the Result
Short / Simple
Pain Point / Believable / Distinctive
Speaks to the Head & Heart
Viv's claim hypothesis
Overview of Viv's example
Case Study - Hair Styling
Hair Styling Pain Points
Hair Styling Small In-House Pre-test
Hair Styling Technical Data
Hair Styling Technical Model
Hair Styling 8 Point Checklist
Hair Styling Claims Identified
Exercise - Identify Claims
Legal Check
Validate Claims
To Protect Panasonic's Brand
Increased Rigor
Validate Claims: Technical Evidence
Validate Claims: Customer Evidence
Case Study - Family Care Hair Dryer
Hair Dryer Technical Evidence
Hair Dryer Customer Evidence
Hair Dryer Small-Base Pilot
Hair Dryer Large-Base Study
Legal Check
Creating a Powerful Message
Message Definition
Using the Insight Driven Model
Key Points in a Message
Focus on the Customer
Case Study - Precision Parking
Case Study - Counter Culture
Context Matters
Panasonic Video
Video Screen Shots
Panasonic Video
Exercise - Validating Claims & Messaging
Estimated Timing for Claims Process
Summary
Assignment - Take Action
Provide Your Feedback
Download Module 7 Checklist
Congratulations Completing Module 7!
