It pays to be careful with descriptors and names that aim to shape your brand to address a weakness. They are a dead giveaway. McDonald's has "Healthier Choices", Marlboro has "Lights", John Howard has "Trust", as in "Who do you trust?" In each case the qualifier reveals a truth about the product that the product's owner would prefer we forgot.
Former Bostonian Mike Connor writes: "Ever since I came to Oz, I have been mystified by the phrase "Proudly Australian". Does this imply every other Australian business (or those who don't have this sign) are an un-proud Australian. Why are there un-proud Australians? This is the wrong message. We should be saying Buy Australian. James Brown's song "I'm Black and I'm Proud" was aimed at lifting the self image of the black community. Do we in Australia have a self image problem? In the US when Japan was producing better cars, the phrase used was Buy American. The phrase "Proudly American" was redundant. Until Bush became President, every American was a proud American."
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