We're the Best.... because...

[Glassman]

...we say so.

Is claiming you're "the ultimate" or "the best" good for business?

On my travels I can't help but notice the slogans plastered all over vans and lorries claiming to be the best in their industry; strikes me to be a bit naff. Then you have the puns and witty slogans...

Is it better to appear understated in such advertising?

[Plotloss]

I've always held the opinion that extremes should be avoided at all costs.

As once you're defending an extremity you've nowhere to go.

[Glassman]

Plotloss said:

I've always held the opinion that extremes should be avoided at all costs.

As once you're defending an extremity you've nowhere to go.

By that, do you think there is a self-suggestion where these companies are in their fields?

[KingRichard]

Plotloss said:

I've always held the opinion that extremes should be avoided at all costs.

As once you're defending an extremity you've nowhere to go.

I agree. Sometimes you want to place emphasis on the fact you are a cut above, but most of the time it pays to let customers work it out for themselves, and word-of-mouth to do the rest.

Just stick to USP's. Ie; tell them why you're the best, but don't actually state as much in your advert.

For example, I use loads of USP's in my advertising. No meters, fixed prices, student discount, staff discount, sat nav, security cleared drivers, 30 day payment terms, all major cards accepted. As an aside to all that, we try really hard to make sure our cars and drivers are spotless, the car is on time or early and know's exactly where the customer is going.

We happen to be the largest Private Hire company in the town, but do I state that anywhere? Nope. (PH profile excepted).

If you're truly the best, you won't need to shout about it

[Simpo Two]

I thought the ASA insisted you could prove such claims.

A friend of of mine made radio commercials for a chain of record shops, whose slogan was 'Where Music Matters'. He got a phone call from someone (ASA/Trading Standards etc) asking him if he could prove that music mattered there. So they had to do a quick survey and send it in...