ABSTRACT
Benefit statements give readers a way to explore all the ways a brand can change a consumer's life for the better. One needs to generate the widest and deepest benefits to crack the code to crack the Brand Platform code. Two archetypes inspired brand building hypotheses, namely the Lover and the Creator. Tacit knowledge helps populate key elements of the Brand Platform, importantly, Fundamental Human Beliefs and Desired Target Experience. Written statements tend to be more functional or explicit and communicate a Brand's Unique Advantage and Unique Advantage Support. It is valuable to check out brands in other categories that have changed the rules of the game. The Lay's Brand Hypothesis was a test of whether the analogy with cola was feasible. With colas and beverages in general, there was a belief in “image taste transfer” – a beverage could create an aspirational image in its messaging – and consumers' would “drink” the image.
