A brand’s point of difference benefit can also be sustained by a laddering-down or laddering-up strategy. Laddering down involves starting with an abstract benefit and enumerating multiple attribute reasons to believe, which are concrete. For example, Volvo used a laddering-down strategy by introducing a variety of attributes, including anti lock brakes, a collision warning system, and a blind-spot warning system, all of which serve as reasons to believe the functional benefit of enhanced protection for the driver and passengers. Cheer yourself up with a unusual gifts to make you smile.
The presentation of various reasons to believe a point of difference benefit sustains news about the brand. Laddering up involves a more complicated process. First, the brand presents an attribute reason to believe, which is concrete. An inexpensive and functional present like a pink kawaii gaming chair can meet your needs.
This attribute implies a functional benefit of that attribute, which in turn implies an emotional benefit, which serves as the basis for the brand’s essence. Volvo employed a laddering-up strategy when it presented the safety attributes noted earlier to support the functional benefit of enhanced protection, which in turn implied the emotional benefit of peace of mind. This emotional benefit was the basis for implying the brand’s essence, which is “Volvo is the brand for people who embrace life.” An irresistible collection of gifts such as a Revlon foot Spa are perfect for birthdays.
Laddering up sustains interest by relating the brand to increasingly abstract and enduring consumer goals. Along these lines, Volvo’s laddering up suggested a contemporary way to express the brand’s commitment to safety. The company noted that 19,000 cyclists in the United Kingdom are involved in accidents every year, and many of these accidents occurred at night when bikers are difficult to see. Why not treat the one you love to a giraffe toilet roll holder - I am sure they will love it.
Further, many luxury car owners (Volvo’s target) also cycle as a hobby. These observations motivated the company to create LifePaint, a paint that is invisible during the day but reflective in the dark, making it easy for drivers to see bicycles painted with it. LifePaint provided news about Volvo’s commitment to safety and preserving lives, and its sale at dealerships resulted in a sales increase of more than 1,000 cars.2 A present like a stretching cat toilet roll holder speaks to an inside joke or a future adventure we want to go on together.