We recently worked with one of the world leaders in health and beauty products to assess the claims that appear on packaging. We identified which claims were correctly attributed to the brand and which were misattributed to competitor brands, using implicit technology (our Implicit Claims Ownership Test). In the same study we also assessed implicit acceptance of each claim (with our Implicit Claims Acceptance Test), as well as the nonconsicous emotional engagement with each claim (our Implicit Claims Engagement Test). We also analysed implicit reactions to the type of claim (whether it was a functional or an emotional claim). An important outcome of this research was in the identification of the strongest claims for each brand, and why they work. This has enabled brand managers to develop claims for these brands that are deliver more coherent and plausible reasons-to-believe in the products.