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THIS
SAMPLE GRAPHIC
is
for a pizza box cover.
It illustrates how PCE (Pizza Carton Elevation) can be used to “pound home” a company's claim to superior-quality pizza. What makes this approach so powerful is that the Legs — which are part of the very same carton as the graphic — are visible, demonstrable, compelling PROOF of the veracity of the claim. For an eye-opening, in-depth look at how to put this process to work for substantial sales gain, see Differentiation-builders: The Antidote to Point-of-difference Diminution.
The example below is based on a BETTER-PIZZA point of difference. In a modified form, such a graphic also could be used to substantiate and strengthen a hotter-pizza claim, a superior delivery technology claim, or a we-put-your-needs-first claim.
To see an example of how this type of graphic could be integrated into a company's overall pizza carton design concept, click here.
NOTE: In the graphic below, the Legs invention is referred to as PIZZA-FEET. A pizza company could use that term if it wishes. Other names that could be used are hot-legs, heat-legs, thermal-legs, pizza-legs, hot-feet, heat-feet, pizza-spacers, and cold-stoppers. Or, if it so chose, a company could invent, trademark, and use its own name creation.
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Copyright © 2002, Correll Consulting, LLC. One printed copy provided free of charge to those in the Pizza Industry. All rights reserved. Legal Notice