My first endorsement last year of now President-Elect Obama below and on Obama's blog here:
It's working for Barack
Dec 15th, 2007 at 4:07 pm EST
A perspective on the Art of Advertising by Joel Raphaelson (a Partner at Ogilvy and Mather in the 1980's): "in the past, just about every advertiser has assumed that in order to sell his goods he has to convince consumers that his product is superior to his competitor's. This may not be necessary. It may be sufficient to convince consumers that your product is positively good. If the consumer feels certain that your product is good and feels uncertain about your competitor's, he will buy yours. If you and your competitors all make excellent products, don't try to imply that your product is better. Just say what's good about your product - and do a clearer, more honest, more informative job of saying it. If this theory is right, sales will swing to the marketer who does the best job of creating confidence that his product is positively good."
