How can you stand out on shelves? And which features should you emphasise to convert shoppers into customers?  

Effective product positioning turns attributes into your advantage, and credible marketing claims help you differentiate from the competition.  

Brands have to send the right signals—on pack, across e-commerce listings and in advertising—to influence purchase decisions. Attributes and cues like ingredients, functional benefits, formats, fragrances or proven category leadership communicate value to consumers. And market intelligence helps you choose the claims that will resonate.  

In this episode of Opportunity Minded, get expert perspectives on positioning your products and why validated marketing claims matter in a crowded market. Whether you’re rebranding, reformulating or launching a new line, you’ll want to tune in. 

Chapters 

00:00.00 Introduction to Opportunity Minded 

00:52.96 Defining product positioning 

03:54.33 Defining marketing claims 

06:32.33 Positioning strategies for stagnant growth 

08:29.81 Market dynamics and product attributes 

13:32.72 Navigating consumer trends 

17:04.89 Regulatory compliance risks 

18:23.36 Claim to fame: Product positioning 

21:10.17 Claim to fame: Marketing claims 

23:57.68 Standing out with marketing claims 

26:01.24 Building trust through validated claims 

30:11.55 Opportunities in using claims 

32:10.23 Risks of overreaching 

34:00.81 Final advice 

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Marketing claims are everywhere. ‘Best coffee’, ‘fastest delivery’, ‘most loved brand’... but are they real, or just really good fiction? At Euromonitor International, we verify marketing claims with independent, global research. So when you say you're #1, you’ve got the data to back it up. Make your claims credible. Visit www.euromonitor.

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