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.
If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at firstname.lastname@example.org or call +44 (0)1730 269809.Rights
For information on available rights, please contact email@example.comBulk purchases
Discounts for bulk purchases available. Please contact firstname.lastname@example.org for a quote.