This document discusses the concept of 'Reason to Believe' (RTB) in marketing, emphasizing its importance in connecting brand promises to consumers' emotions and decisions. It outlines how RTBs provide credibility to brand claims by showcasing specific product attributes that foster consumer trust, encompassing functional, emotional, and societal dimensions. Additionally, it highlights that effective RTBs align with the buyer's journey and contribute to competitive advantage by reinforcing the brand's value proposition.

1. RTBs in marketing
Prof Venkatesh Ganapathy
Associate Professor (Marketing)
30-05-2020

2. Introduction
 Buyers make purchasing decisions based on a number of factors.
 Sellers must understand these factors to create reasons to believe in their brand
 Needs – Motivation – Action
 Marketers must shape their brand, messaging and marketing to satisfy those
desires.
 Need fulfilment is at the fulcrum of all the marketing efforts

3. WHAT ARE RTBS?
 REASON TO BELIEVE
 KEY PART OF BRAND PROMISE
 STRATEGICALLY DEVELOPED TO CONNECT TO A BUYING EMOTION
 RTB IS A COMPONENT ENSURING THAT CONSUMERS AND PARTNERS FIND THE
PROMISE MADE BY THE MARKETER CREDIBLE.

4. ROLE OF RTBs
 RTB convinces customers to have confidence in the brand
 Every benefit should have a RTB
 RTBs are specific product attributes / features that make the benefit believable
 RTBs enable a brand to gain a unique position in customer’s minds & hearts
 RTBs are generally aligned with brand identity & values
 RTBs accompany brand statements

5. Positioning & RTB
 Positioning creates a mental image of the product in customer’s minds
 RTB is all about the features of the product that enables customers to place trust in
this mental image.
 Trust translates into the purchasing decision
 Positioning creates appetite while benefits and RTBs provide customers the
nourishment that they need.
 Strategically positioned RTB can establish confidence in consumers

6. What strengthens the RTB paradigms?
 Scientific evidence
 Customer reviews
 Testimonials
 Expertise in the field
 Awards
 Accreditation
 Advanced products backed by superior technology
 Experience

7. The purchasing journey
 The most effective RTBs are aligned with a specific point on the buyer’s purchasing
journey
 Buyer travels through 4 emotional phases of buying
 Awareness
 Familiarity
 Confidence
 Conviction
Different messages are needed to continue the buying journey.

8. Types of RTBs
 FUNCTIONAL
 EMOTIONAL
 SOCIETAL

9. FUNCTIONAL RTBs
 Related to the utility value of the product or service
 Refers to usage of product or service

10. Emotional RTBs
 The experience of consumption
 Positive?
 Negative?

11. Societal RTBs
 How do brands connect with society beyond commercial scope?

12. Benefits versus RTBs
 BENEFIT = PROMISE TO CUSTOMERS
 RTB = WHY CUSTOMER SHOULD TRUST THE PROMISE
 RTB lends credibility to the product promise
 RTB can lead to competitive advantage

13. To summarize
 RTB provides evidence and tells customers how a marketer lives up to his claims.
 Consumers care about how they directly benefit by using a product or service
 The convincing ability of a value proposition must be complemented by RTB
 Once a marketer consolidates his positioning in the market, he must use the time
available at his disposal to communicate the benefits of the brand and RTBs.
 Customers must inherently trust the value that the brand is offering them
 RTB is – why your customer should believe you. How can a marketer ensure that his
claims are credible and trustworthy?