Using Existing Ladders

With this application, the key is acknowledging perennial consumer needs as they relate to a category or to specific brands. Using the previous example, if you’re developing an ad for an anti-bacterial soap, you can be fairly certain that you’re going to want to convey the product’s germ-killing attributes as well as its ability to make the potential buyer feel like they’re being a good parent. From there, by studying the ladders for specific brands, you can find insights into what can differentiate your offering or reduce its parity to the competitions.