Claims Development & Substantiation Guide

Claims development is the process of developing effective advertising and packaging claims that drive sales and strengthen brands. The claims development process is composed of fours steps:

  • Identifying key insights
  • Determining differentiators
  • Crafting possible claim language
  • Testing claims with consumers
  • When it comes to advertising, claims must also be supported by “competent and reliable scientific evidence.” To begin the process of substantiating a claim, it’s important to identify the claim language you wish to substantiate because this claim language will drive the method and type of data needed.

    Learn how to develop effective claims that drive sales and strengthen brand image as well as the claims substantiation process.


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