One of our food clients set out to reformulate and reposition a line of better-for-you snacks to capitalize on a trend towards "real" food and simplified ingredient statements. One of the challenges was to determine how to evolve brand communications with just the right spin and nuance so that the messaging would be appealing, authentic and believable.
We used our positioning evaluation framework, Compass™, to quantitatively test four positioning statements. Our approach included an interactive concept highlighting exercise to get granular diagnostics of the specific words and phrases that drove appeal and differentiation. With this approach we identified a clear winner along with three fact-based RTBs (reasons to believe) which produced strong positive reactions.