here's an example that immediately causes a skeptical reaction:
In psychology this old trick is called " deliberate projection of personal need as fact" which means it's a sure sign of lacking thereof.
Why would a brand pay an ad agency to say that it is number one?
Because it is obviously not a number one yet!
obviously nobody knows about it or nobody cares about it.
and by the way, wouldn't it to be more trustworthy for somebody else to say this?
Apparently not every brand (or ad agency) realizes that people are increasingly capable of deconstructing their "old school" selling propositions and "self congratulatory" ads like this only create a wall of skepticism.
