How to make superior sound quality relevant to a new market segment The client’s question Our client, David, who works for an international producer of high-end audio systems, was about to launch an innovative set of television speakers. Hopes were high: the new product was created to introduce a whole new segment of consumers to the world of high-end audio. However, one question was keeping him and his team of marketers awake at night: how to make the benefit of superior sound quality tangible and relevant to the large population of consumers who are not audio nerds? Our approach When David reached out for help, he had already brainstormed a number of benefit statements or claims to use in commercial communication. From the beginning, SKIM worked closely with his team to improve and struc

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