Pi-Consulting

Time was when an advertising claim seemed inadequate if it did not contain a comparative, or better yet a superlative. “Persil washes whiter” was a typical offering from the detergent sector, much imitated and eventually much parodied. In France for instance Bic disposable razors used to claim that “Bic rase plus blanc”, i.e. their product “shaved whiter”. The point was that successful products were the ones that found ways of establishing, or at least claiming, superiority over their competitors, thus giving their consumers “permission to believe” (ah, the 1970s!) that they were doing the right thing by adopting the brand in question. (more…)