The product or service may be tops in its category and perform up to expectations, but an unbelievable statement of superiority will cause prospects to shy away, and perhaps even scoff.
Credibility is so important in building trust for a brand that any hint of exaggeration can be detrimental. Remember that folks have long memories, particularly about negative or untruthful claims. And even if a statement is true, it may not be creditable, so be careful that your enthusiasm doesn’t carry you away. Look at those claims from a customer’s point of view.
Even attempts at humor along these lines (Dairy Queen’s “cats in a bubble” ad, for instance) tend to diminish the brand’s credibility.
Now I’m not trying to rain on anyone’s parade, but I’ve seen advertisers time and again allow their brands to be diluted because of an over-zealous ad agency foisting exaggerated claims or absolutely unreal scenarios under the label of “creativity”.
I’m all for creativity, but I want an ad agency to be respectful of the brand and its values. I wouldn’t hire an agency unless it initially asked, “May I study your brand platform?”.
In dealing with “creatives” I’d be sure they reviewed my brand platform, knew its promise to customers and treated the brand with reverence. And I’d be sure your every utterance at all touchpoints reflected your brand’s values – honestly, creditably and realistically.