Marketing and product claims are critically important to companies, helping to define functional product benefits, differentiate from competition, and support the brand. The process of developing claims, substantiating, adapting to local markets, and monitoring usage is complex, involves multiple stakeholders, and can involve significant regulatory and legal risk for companies.
Many companies today are using disparate, manual systems such as spreadsheets, file share folders, and email for managing their claims process. There’s no single source of truth for approved claims, and comments and approvals get lost in long email chains. Marketing may not have clarity around permitted claims or usage limitations, Legal and Regulatory may not be fully aware of how claims are used at the local level, and the packaging brief process relies on manual methods to ensure claims and other packaging elements are transmitted to the brief faithfully.