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Richard Shotton: If you want to earn consumers’ love, flaunt your flaws

…. Think about Listerine, which publicised its bitter taste with the strapline ‘The taste you hate, twice a day’ ….

The campaign recognised that exhibiting a weakness didn’t make them look weak. In fact, not only did it corroborate a mirror strength, it made them seem self-confident and their competitors, by contrast, needy.
So next time a consumer insults your brand, don’t fear, maybe they’ve spotted an opportunity.

Richard Shotton is deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory, a book about applying behavioural science to advertising. He tweets at @rshotton.

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