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It’s not actually the very best, Can a foreigner buy a condo in Bangkok? but it’s certainly decent value for money. Capital One has been trying to catch up to the big boys: Visa, MasterCard, and Amex. What credit card company likes to ask you, “What’s in your wallet?”? Who assures you that with their products, you’ll be saying, “That was easy”? They have enlisted a number of very major stars to ask people what they have in their wallets. Staples sells everything you need to make your office work.
We live in a world full of advertising. It can make a boxy and not very safe car the fashion statement of its decade. The right ad campaign can elevate a watery, indifferent beer from undrinkable to the must-have brew of the college kegel. That means that a mediocre or even a kind of terrible product with a great marketing effort behind it can soar to incredible heights just by the power of marketing.
In a just world, a good product would not need a great tagline to sell itself. In a just world, customers would be interested in whether the product does what it says, whether it’s healthy and high quality, and whether it is value for money. It would simply fly off the shelves by virtue of its superior quality, environmental credentials, and highly ethical and equitable treatment of its workforce. We do not live in a just world. Secondary concerns would involve the sustainability of the product’s manufacturing process and whether or not it was made in a place with adequate workers’ rights protections, at a company that prizes proper non-discriminatory hiring practices.
De Beers paid a lot of money to Hollywood stars to popularize the idea that diamonds are the ultimate jewel. State Farm promises to show up “like a good neighbor” when a crisis hits. It promises that it will save time, something its time-starved target demo wants to hear. Who is, “The Quicker Picker Upper”? The Marines sometimes need to recruit, and this is how they do it. Bounty is a paper towel brand that mainly targets the soccer mom demographic. Before that, any valuable gem was considered great for an engagement ring or a superior necklace.
However, this long and unwieldy older slogan was very effective, and far more people probably remember it. Pringles gain their distinctive shape from the fact that they aren’t technically a potato chip. BMW is a German car brand that used to be very famous for their superior hydraulic steering system. Maybelline introduced this incredibly effective tagline in 1991. Almost everyone knows the tag, even if they don’t know the company. Which car company promises “The Ultimate Driving Machine”? John Deere is probably the biggest name in farming, as far as machinery goes.