PHASE II
Formulating the Product Persona and Package Promise
Differentiating Your Product

PackAffinity™

Determine your products Positioning.

Develop the Positioning Statement and Package Promise.

Define the Product Values.

Define the Product Persona; establish the verbal
and visual vocabulary for your product and package.

Define the Shopper Experience.

PHASE III - Development and Design >>>

Every product has a set of attributes and benefits that collectively create its personality, or Product Persona. An effective package makes a Package Promise to the shopper — a single, relevant and ownable point of differentiation.

Using the information and insights collected
during Phase I, we’ll outline your product’s PackAffinity™, the melding of your product’s
promise and persona in the way that resonates
most strongly with the audience.