Many brands make the same claims in their marketing communications (i.e., offer the same promise) to their customers year after year. This can be a good thing if the claims are driving customer preference or achieving some other desired behavior (e.g., purchase more frequently). It certainly isn't good if the claims are the same as competitive brands and/or they are not achieving the desired behavior with target customers. If your brand is not sufficiently responding to current claims to provide a meaningful ROI on marketing communications support then it may be a good idea to undergo claims investigation.
StakingClaimsRev.pdf (PDF File)