Ad Claims

Definition

An Ad Claim is the verbal or print part of an ad which makes a claim of superiority

8 Types of Advertising Claims

1 The Weasel Claim2 The Unfinished Claim3 The ldquoWersquore different and uniquerdquo Claim4 The ldquoWater is Werdquo Claim5 The Endorsement or Testimonial Appeal to Autority 6 The Rhetorical Question 7 The Scientific or Statistical Claim 8 The ldquoCompliment the Consumerrdquo Claim

(To create the necessary illusion of superiority advertisers usually resort to one or more techniques Each is common and easy to identify)

The Weasel Claim A weasel word is a modifier that practically negates the claim that

follows Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels

Commonly Used ldquoweasel wordsrdquobull helps (the champion weasel) bull like (used in a comparative sense) bull virtual or virtually bull acts or works bull can be bull up to bull as much as bull refreshes bull comforts

Here are some samples of weasel claims1) ldquoHelps control dandruff symptoms with regular use bull Weasels include helps control and possibly even symptoms

and regular use The claim is not stops dandruff 2) Only half the price of many color sets bull Many is the weasel The claim gives the impression that the

set is inexpensive 3) Leaves dishes virtually spotless bull We have seen so many ad claims that we have learned to tune

out weasels We are supposed to think spotless rather than virtually spotlessldquo

4) Listerine fights bad breath bull Fights not stopsldquo5) Hot Nestles cocoa is the very best bull Remember the best and better routine

The Unfinished ClaimThe Ad claims the product is better or has more of

something but does not finish the comparisonExamples1) Magnavox gives you more bull More what 2) Anacin Twice as much of the pain reliever doctors

recommend mostldquobull Twice as much as what pain reliever 3) Ford LTD --700 quieter bull When the FTC asked Ford to substantiate this claim

Ford revealed that they meant the inside of the Ford was 700 quieter than the outside

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

Definition

An Ad Claim is the verbal or print part of an ad which makes a claim of superiority

8 Types of Advertising Claims

1 The Weasel Claim2 The Unfinished Claim3 The ldquoWersquore different and uniquerdquo Claim4 The ldquoWater is Werdquo Claim5 The Endorsement or Testimonial Appeal to Autority 6 The Rhetorical Question 7 The Scientific or Statistical Claim 8 The ldquoCompliment the Consumerrdquo Claim

(To create the necessary illusion of superiority advertisers usually resort to one or more techniques Each is common and easy to identify)

The Weasel Claim A weasel word is a modifier that practically negates the claim that

follows Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels

Commonly Used ldquoweasel wordsrdquobull helps (the champion weasel) bull like (used in a comparative sense) bull virtual or virtually bull acts or works bull can be bull up to bull as much as bull refreshes bull comforts

Here are some samples of weasel claims1) ldquoHelps control dandruff symptoms with regular use bull Weasels include helps control and possibly even symptoms

and regular use The claim is not stops dandruff 2) Only half the price of many color sets bull Many is the weasel The claim gives the impression that the

set is inexpensive 3) Leaves dishes virtually spotless bull We have seen so many ad claims that we have learned to tune

out weasels We are supposed to think spotless rather than virtually spotlessldquo

4) Listerine fights bad breath bull Fights not stopsldquo5) Hot Nestles cocoa is the very best bull Remember the best and better routine

The Unfinished ClaimThe Ad claims the product is better or has more of

something but does not finish the comparisonExamples1) Magnavox gives you more bull More what 2) Anacin Twice as much of the pain reliever doctors

recommend mostldquobull Twice as much as what pain reliever 3) Ford LTD --700 quieter bull When the FTC asked Ford to substantiate this claim

Ford revealed that they meant the inside of the Ford was 700 quieter than the outside

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

8 Types of Advertising Claims

1 The Weasel Claim2 The Unfinished Claim3 The ldquoWersquore different and uniquerdquo Claim4 The ldquoWater is Werdquo Claim5 The Endorsement or Testimonial Appeal to Autority 6 The Rhetorical Question 7 The Scientific or Statistical Claim 8 The ldquoCompliment the Consumerrdquo Claim

(To create the necessary illusion of superiority advertisers usually resort to one or more techniques Each is common and easy to identify)

The Weasel Claim A weasel word is a modifier that practically negates the claim that

follows Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels

Commonly Used ldquoweasel wordsrdquobull helps (the champion weasel) bull like (used in a comparative sense) bull virtual or virtually bull acts or works bull can be bull up to bull as much as bull refreshes bull comforts

Here are some samples of weasel claims1) ldquoHelps control dandruff symptoms with regular use bull Weasels include helps control and possibly even symptoms

and regular use The claim is not stops dandruff 2) Only half the price of many color sets bull Many is the weasel The claim gives the impression that the

set is inexpensive 3) Leaves dishes virtually spotless bull We have seen so many ad claims that we have learned to tune

out weasels We are supposed to think spotless rather than virtually spotlessldquo

4) Listerine fights bad breath bull Fights not stopsldquo5) Hot Nestles cocoa is the very best bull Remember the best and better routine

The Unfinished ClaimThe Ad claims the product is better or has more of

something but does not finish the comparisonExamples1) Magnavox gives you more bull More what 2) Anacin Twice as much of the pain reliever doctors

recommend mostldquobull Twice as much as what pain reliever 3) Ford LTD --700 quieter bull When the FTC asked Ford to substantiate this claim

Ford revealed that they meant the inside of the Ford was 700 quieter than the outside

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

The Weasel Claim A weasel word is a modifier that practically negates the claim that

follows Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels

Commonly Used ldquoweasel wordsrdquobull helps (the champion weasel) bull like (used in a comparative sense) bull virtual or virtually bull acts or works bull can be bull up to bull as much as bull refreshes bull comforts

Here are some samples of weasel claims1) ldquoHelps control dandruff symptoms with regular use bull Weasels include helps control and possibly even symptoms

and regular use The claim is not stops dandruff 2) Only half the price of many color sets bull Many is the weasel The claim gives the impression that the

set is inexpensive 3) Leaves dishes virtually spotless bull We have seen so many ad claims that we have learned to tune

out weasels We are supposed to think spotless rather than virtually spotlessldquo

4) Listerine fights bad breath bull Fights not stopsldquo5) Hot Nestles cocoa is the very best bull Remember the best and better routine

The Unfinished ClaimThe Ad claims the product is better or has more of

something but does not finish the comparisonExamples1) Magnavox gives you more bull More what 2) Anacin Twice as much of the pain reliever doctors

recommend mostldquobull Twice as much as what pain reliever 3) Ford LTD --700 quieter bull When the FTC asked Ford to substantiate this claim

Ford revealed that they meant the inside of the Ford was 700 quieter than the outside

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

Here are some samples of weasel claims1) ldquoHelps control dandruff symptoms with regular use bull Weasels include helps control and possibly even symptoms

and regular use The claim is not stops dandruff 2) Only half the price of many color sets bull Many is the weasel The claim gives the impression that the

set is inexpensive 3) Leaves dishes virtually spotless bull We have seen so many ad claims that we have learned to tune

out weasels We are supposed to think spotless rather than virtually spotlessldquo

4) Listerine fights bad breath bull Fights not stopsldquo5) Hot Nestles cocoa is the very best bull Remember the best and better routine

The Unfinished ClaimThe Ad claims the product is better or has more of

something but does not finish the comparisonExamples1) Magnavox gives you more bull More what 2) Anacin Twice as much of the pain reliever doctors

recommend mostldquobull Twice as much as what pain reliever 3) Ford LTD --700 quieter bull When the FTC asked Ford to substantiate this claim

Ford revealed that they meant the inside of the Ford was 700 quieter than the outside

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

The Unfinished ClaimThe Ad claims the product is better or has more of

something but does not finish the comparisonExamples1) Magnavox gives you more bull More what 2) Anacin Twice as much of the pain reliever doctors

recommend mostldquobull Twice as much as what pain reliever 3) Ford LTD --700 quieter bull When the FTC asked Ford to substantiate this claim

Ford revealed that they meant the inside of the Ford was 700 quieter than the outside

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

ldquoWersquore diff and uniquerdquo Claim

This claim states simply that there is nothing else quite like the product advertised

For example if Schlitz would add pink food coloring to its beer they could say therersquos nothing like new pink Schlitz The uniqueness claim is supposed to be interpreted as a claim to superiority

Examples 1) Therersquos no other mascara like it 2) Only Doral has this unique filter system 3) If it doesnrsquot say Goodyear it canrsquot be polyglas bull Polyglas is a trade name copyrighted by Goodyear Other tire

companies could make a tire identical to the Goodyear one but couldnrsquot call is polyglas - a name for fiberglass belts

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

The ldquoWater is Wetrdquo ClaimThis technique claims something about the product that is true for

any brand in that product category for example Schrankrsquos water is really wet

This is usually a statement of fact but not a real advantage over the competition

Examples1) Mobil the detergent gasoline bull Any gasoline acts as a cleaning agent 2) Great Lash greatly increases the diameter of every lash 3) Rheingold the natural beer bull It is made from grains and water as are other beers 4) SKIN smells differently on everyone bull As do many perfumes

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

The Endorsement Testimonial Claim

A celebrity or authority who appears in an ad to lends hisher stellar qualities to a product They will claim to use the product but rarely do This can also mean a regular person gives a testimonial as well ldquonot an actorrdquo in lawyer ads

httpwwwproactivcom Examples1) ldquoTiger Woods uses Muskox aftershave because

he demands the bestrdquo2) Proactiv Acne Solution has used Jessica Simpson

and others to endorse

The Rhetorical Question This technique demands a response from the

audience A question is asked and the viewerlistener is supposed to answer in such a way as to affirm the productrsquos goodness

Examples bull ldquoPlymouth--isnrsquot that the kind of car America wantsrdquo bull ldquoShouldnrsquot your family be drinking Hawaiian Punchrdquobull ldquoWouldnrsquot you rather be driving a Buickrdquo bull ldquoTouch of Sweden could your hands use a small

miraclerdquo

The Scientific Statistical Claim

This method uses some sort of scientific proof or experiment very specific numbers or an impressive mystery ingredient

Examples1) Wonderbread helps to build strong bodies 12 ways bull Even the weasel helps did not prevent the FTC from demanding this

claim be withdrawn Note that the use of the number 12 makes the claim far more believable than if it were taken out

2) Easy off has 33 more cleaning power than another popular brand bull Another popular brand often translates as some other kind of oven

cleaner sold elsewhere The claim does not say Easy Off works 33 better

3) Certs contains a sparkling drop of Retsyn bull Retsyn is their name for vegetable oil eg Special Morning -- 33

more nutrition bull Also an unfinished claim

The ldquoCompliment the Consumerrdquo Claim

This kind of claim butters up the consumer by some form of flattery

Examples bull ldquoWe think a cigar smoker is someone specialrdquobull ldquoIf what you do is right for you no matter

others do then RC Cola is right for yourdquobull ldquoYou pride yourself on your good home

cookinghelliprdquo

Parity Products

Products in which all or most of the brands available are nearly identical

There are TWO ruleshellip

The first rule of parityhellip

The first rule of parity claims involves the use of the words better and best In parity claims better means best and best means equal to Get it

bull Best If all the brands are identical they must all be equally good (the legal minds have decided) So best means that the product is as good as the other superior products in its category When Bing Crosby declares Minute Maid Orange Juice the best there is he means it is as good as the other orange juices

bull Better Better has been legally interpreted to be a comparative and therefore becomes a clear claim of superiority Better can only be used when a product does indeed have superiority over other products in its category or when used to compare the product with something other than a competing brand For example Bing could not have said that Minute Maid is better than any other orange juice because that is a claim to superiority An orange juice could claim to be better than a vitamin pill or even the better breakfast drink

The second rule of parityhellip

The second rule of parity is that if any product is truly superior the ad will say so very clearly and will offer convincing evidence of the superiority

bull If an ad hedges at all about a productrsquos advantage over the competition it is likely not superior - maybe equal but not better

bull For instance you will never hear a gasoline company say we will give you four miles per gallon more in your car than any other brand They would love to make such a claim but it would not be true Gasoline is a parity product and no one has yet claimed one brand better than any other brand

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

The Scientific Statistical Claim

This method uses some sort of scientific proof or experiment very specific numbers or an impressive mystery ingredient

Examples1) Wonderbread helps to build strong bodies 12 ways bull Even the weasel helps did not prevent the FTC from demanding this

claim be withdrawn Note that the use of the number 12 makes the claim far more believable than if it were taken out

2) Easy off has 33 more cleaning power than another popular brand bull Another popular brand often translates as some other kind of oven

cleaner sold elsewhere The claim does not say Easy Off works 33 better

3) Certs contains a sparkling drop of Retsyn bull Retsyn is their name for vegetable oil eg Special Morning -- 33

more nutrition bull Also an unfinished claim

The ldquoCompliment the Consumerrdquo Claim

This kind of claim butters up the consumer by some form of flattery

Examples bull ldquoWe think a cigar smoker is someone specialrdquobull ldquoIf what you do is right for you no matter

others do then RC Cola is right for yourdquobull ldquoYou pride yourself on your good home

cookinghelliprdquo

Parity Products

Products in which all or most of the brands available are nearly identical

There are TWO ruleshellip

The first rule of parityhellip

The first rule of parity claims involves the use of the words better and best In parity claims better means best and best means equal to Get it

bull Best If all the brands are identical they must all be equally good (the legal minds have decided) So best means that the product is as good as the other superior products in its category When Bing Crosby declares Minute Maid Orange Juice the best there is he means it is as good as the other orange juices

bull Better Better has been legally interpreted to be a comparative and therefore becomes a clear claim of superiority Better can only be used when a product does indeed have superiority over other products in its category or when used to compare the product with something other than a competing brand For example Bing could not have said that Minute Maid is better than any other orange juice because that is a claim to superiority An orange juice could claim to be better than a vitamin pill or even the better breakfast drink

The second rule of parityhellip

The second rule of parity is that if any product is truly superior the ad will say so very clearly and will offer convincing evidence of the superiority

bull If an ad hedges at all about a productrsquos advantage over the competition it is likely not superior - maybe equal but not better

bull For instance you will never hear a gasoline company say we will give you four miles per gallon more in your car than any other brand They would love to make such a claim but it would not be true Gasoline is a parity product and no one has yet claimed one brand better than any other brand

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

The ldquoCompliment the Consumerrdquo Claim

This kind of claim butters up the consumer by some form of flattery

Examples bull ldquoWe think a cigar smoker is someone specialrdquobull ldquoIf what you do is right for you no matter

others do then RC Cola is right for yourdquobull ldquoYou pride yourself on your good home

cookinghelliprdquo

Parity Products

Products in which all or most of the brands available are nearly identical

There are TWO ruleshellip

The first rule of parityhellip

The first rule of parity claims involves the use of the words better and best In parity claims better means best and best means equal to Get it

bull Best If all the brands are identical they must all be equally good (the legal minds have decided) So best means that the product is as good as the other superior products in its category When Bing Crosby declares Minute Maid Orange Juice the best there is he means it is as good as the other orange juices

bull Better Better has been legally interpreted to be a comparative and therefore becomes a clear claim of superiority Better can only be used when a product does indeed have superiority over other products in its category or when used to compare the product with something other than a competing brand For example Bing could not have said that Minute Maid is better than any other orange juice because that is a claim to superiority An orange juice could claim to be better than a vitamin pill or even the better breakfast drink

The second rule of parityhellip

The second rule of parity is that if any product is truly superior the ad will say so very clearly and will offer convincing evidence of the superiority

bull If an ad hedges at all about a productrsquos advantage over the competition it is likely not superior - maybe equal but not better

bull For instance you will never hear a gasoline company say we will give you four miles per gallon more in your car than any other brand They would love to make such a claim but it would not be true Gasoline is a parity product and no one has yet claimed one brand better than any other brand

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

Parity Products

Products in which all or most of the brands available are nearly identical

There are TWO ruleshellip

The first rule of parityhellip

The first rule of parity claims involves the use of the words better and best In parity claims better means best and best means equal to Get it

bull Best If all the brands are identical they must all be equally good (the legal minds have decided) So best means that the product is as good as the other superior products in its category When Bing Crosby declares Minute Maid Orange Juice the best there is he means it is as good as the other orange juices

bull Better Better has been legally interpreted to be a comparative and therefore becomes a clear claim of superiority Better can only be used when a product does indeed have superiority over other products in its category or when used to compare the product with something other than a competing brand For example Bing could not have said that Minute Maid is better than any other orange juice because that is a claim to superiority An orange juice could claim to be better than a vitamin pill or even the better breakfast drink

The second rule of parityhellip

The second rule of parity is that if any product is truly superior the ad will say so very clearly and will offer convincing evidence of the superiority

bull If an ad hedges at all about a productrsquos advantage over the competition it is likely not superior - maybe equal but not better

bull For instance you will never hear a gasoline company say we will give you four miles per gallon more in your car than any other brand They would love to make such a claim but it would not be true Gasoline is a parity product and no one has yet claimed one brand better than any other brand

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

The first rule of parityhellip

The first rule of parity claims involves the use of the words better and best In parity claims better means best and best means equal to Get it

bull Best If all the brands are identical they must all be equally good (the legal minds have decided) So best means that the product is as good as the other superior products in its category When Bing Crosby declares Minute Maid Orange Juice the best there is he means it is as good as the other orange juices

bull Better Better has been legally interpreted to be a comparative and therefore becomes a clear claim of superiority Better can only be used when a product does indeed have superiority over other products in its category or when used to compare the product with something other than a competing brand For example Bing could not have said that Minute Maid is better than any other orange juice because that is a claim to superiority An orange juice could claim to be better than a vitamin pill or even the better breakfast drink

The second rule of parityhellip

The second rule of parity is that if any product is truly superior the ad will say so very clearly and will offer convincing evidence of the superiority

bull If an ad hedges at all about a productrsquos advantage over the competition it is likely not superior - maybe equal but not better

bull For instance you will never hear a gasoline company say we will give you four miles per gallon more in your car than any other brand They would love to make such a claim but it would not be true Gasoline is a parity product and no one has yet claimed one brand better than any other brand

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

The second rule of parityhellip

The second rule of parity is that if any product is truly superior the ad will say so very clearly and will offer convincing evidence of the superiority

bull If an ad hedges at all about a productrsquos advantage over the competition it is likely not superior - maybe equal but not better

bull For instance you will never hear a gasoline company say we will give you four miles per gallon more in your car than any other brand They would love to make such a claim but it would not be true Gasoline is a parity product and no one has yet claimed one brand better than any other brand

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

What is a point of parity Most simply a point of parity is a point of

difference that a competitor has over you that you need to counteract

bull In many cases you wonrsquot even be able to compete in the market unless you can nullify this advantage that your competitor has

bull You donrsquot need to become better than them at this particular thing just good enough that given your points of difference in other areas your customers will still choose you over them

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

Points of Parity

bull It is also important to make sure that your customers understand the specific product category to which your product belongs to

bull Points of Parity can be viewed as certain features that are shared by members within a certain product category

bull The question to ask in this instance is whether you can at least match the competitors claimed benefits

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

For example defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service numerous products and low prices This would also help customers label Subway as a fast food restaurant

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

So why do you need to think through your points of parity and points of difference

Yoursquoll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong) it becomes pretty easy to craft a solid brand strategy

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

bull A point of difference is exactly what it sounds likendash it is something that makes you different from your competition (oh and it also has to be something your customer actually wants)

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]

Commercials Ad Campaigns and Claims

httpwwwadvertisementavecom httpwwweasehistoryorgindex2html httpwwwdoveusfeaturesvideosdefaultaspx[cp-documentid=7049579]