Reason to Believe

A Reason to Believe (RTB) is an aspect of the product that supports the product promise. This can be a feature, technology, certification or other reason why the consumer should be convinced to buy our product.

Name

An RTB name can be used for a differentiated or proprietary feature/ RTB.

It must be short, in principle no more than two words. Use of RTB names can help communicate a stronger proposition.  
It is not necessary to create a RTB name for every product feature.

Suggested considerations for RTB naming

  • A meaningful and differentiating combination of generic words into a word mark. Fit two specific words together by separating with a capital letter. Generic words like ‘design’ and ‘technology’ should be kept separated.
  • Explicitly referring to the key feature of the product
  • Trade Mark
  • Can be focused on a certain theme: Design, technology, ease of use or functionality
  • When a RTB name is developed it needs to be consistently used in all our communications
  • The RTB name should not be translated
  • Proprietary Name

Creative but related to the RTB function and benefit

 

RTB name Examples

RTB name focused on design

Diamond design / Heritage design

RTB name focused on functionality

JetCool / EcoWash / ComfortAir

RTB name focused on technology

WaterRenew technology / MultiCyclone

RTB name focused on ease of use

OneTouch / SmartControl

 

The following are no RTB names:

Washing Machine   Electronic door

                                Quiet washing

Air-conditioning     Bacteria and dust removal

                                Skin Moisturizing

Short Description

Is used when the touch point offers only little space, eg. leaflet, or product summary on website.

Structure

The RTB short description starts with the RTB name and ends with the benefit, linked with a bridging word. If there is no RTB name, then use generic RTB description and combine with benefit.

Requirements

  • RTB titels read well if they are single sentences with no punctuation. Try to avoid any punctuation (+/:;=), but of course not at the expense of correct grammar.
  • Spell out measurements, such as quart, inch, or feet
  • Do not use hyphens, symbols, periods, or exclamation points
  • Do not write vague statements; be as specific as possible with product features and attributes
  • Write in fragments and do not include ending punctuation
  • Write all numbers as numerals

 

RTB - short examples

RTB name + Benefit

DoubleWall prevents heat transfer from the inside to the outside

RTB name + Benefit

MultiCyclone for constant suction power

RTB + Benefit

Save time with 30% faster boiling process.

Retain hot water up to 30% longer

Long Description

RTB long description

Is used when the touch point offers more space, or when the RTB concerned is the hero RTB, ie. the most important RTB, of a proposition.

Structure

Using RTB name and benefit, but with a detailed explanation. The explanation includes how the technology works and/or what it does for the user. It may also reflect on how user may feel about the end result.

 

RTB - long description examples

RTB short descriptions or names can be used as an headline for the RTB - long descriptions

 

MultiCyclone for constant suction power

MultiCyclone, unlike filter vacuum cleaners, Midea's patented MultiCyclone technology extracts dirt and dust from airflow with centrifugal force. The result is no clogging hence constant suction power.

 

DoubleWall

Two separated metal layers with insulation in between to ensure no heat transfers from the inside to the outside.

Comprehensive description

In depth explanation of the RTB used where suitable

Example

InverterQuattro

The InverterQuattro contains differentiating elements from the conventional inverter. It contains a high-frequency technology, which generates a strong flow of cool and hot air in an extremely short time. The compressor frequency reaches 65Hz within 2 seconds. Where it can take up to 30 minutes to heat or cool your room with a conventional air conditioner, with the InverterQuattro technology it takes only 10 minutes. Saving you time and feel comfortable quickly.
The strong compressor is designed to heat or cool during extreme outdoor temperatures, making you feel warm in the cold winter and cool in the hot summer. The compressor frequency can go up to 120 Hz with a fan speed as high as xxx rpm. This air conditioner even works at an outdoor temperature of -32 C up to 60 C. The outdoor unit compressor is protected with a heating PTC belt, to prevent water or snow accumulating on the chassis. The refrigerant radiation technology utilizes cool refrigerant to cool down the electrical components, which is 5 times more efficient than the conventional heat sink.
The air conditioner is equipped with the iECO energy-saving technology, which is perfectly synergized with the highly efficient frequency conversion system. The internal design is developed in a way that the refrigerant pipes also cool down the electronic board. You can indulge in comfortable coolness while significantly reducing energy consumption over 8 hours. There are three options for operating power: 50%, 75% and 100%. This allows you to adjust the energy consumption level to your preference.
The Stepless frequency mode in the compressor and motor sends out stable and equally spread temperature flows which maintain stable and constant room temperature.