Know-How Exchange : Branding

From a firm that does this:

What is benefit laddering?

The technique is based on Gutman’s means-ends theory which focuses on the linkages between the attributes that exist in products (the ‘means’), the consequences for the consumer provided by the attribute and the personal values (the ‘ends’) that the consequences reinforce.

To put it simply, it means that consumers seek certain attributes in products and these attributes lead to certain ‘consequences’ (benefits) for them. And when the consequences matter to them, over time they learn to choose products which possess those attributes that lead to the relevant consequences.

Or check out this website on contextual research and modeling.

Dear Walker.michael3,

What is a benefits ladder? Here's an (not "the") an answer.

Suppose your client has a multi-layered problem. The basic problem itself is the ground level, the foundation on which all
other facets of your client's trouble and strife are based.

You, knight in shining armour that you are, you have a solution.

Based on your ability to persuasively communicate the joys of your solution to your client through your message, and based on your ability to dispel fear, doubt, and skepticism, your client sees the light and joyfully embraces your solution.

And thus, the seeds of a relationship are formed and your client steps up onto the first rung of your benefit ladder.

You, fantastic marketer that you are, you sense there is more to their original problem than they might be letting on. So, you offer a second solution, one that complements and enhances your first solution.

"Hoorah!" says your client. "Salvation!" And overjoyed by their good fortune they climb up onto the second rung of your benefits ladder.

You offer a third solution, one that connects with solutions one
and two, and now, the breeze of salvation fans the kindling of
the problem.

And before your client knows what's happened, whoosh! the dry old sticks of their problem are suddenly bathed in the glorious flames of your brilliance.

And onward and upward you go. Hand in hand, as it were, explorers together, each giving and receiving, each climbing and being shown how to climb the ladder.

Each benefiting and helping the other, and getting along like the proverbial house on fire.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA