It is our job as marketers to build authority, demand, and recognition for the brands we represent. We want customers to believe that we are the greatest in the industry. Here are a few typical methods for raising awareness and brand authority:
- Encouraging favorable opinions of the brand.
- Describe the advantages of the product for the user.
- Demonstrating differences from the opposition.
A common fallacy in today’s society is that efficient marketing calls for puffery or making wildly exaggerated promises to further your brand. Puffery as a marketing strategy has the power to build or break your brand.
On the other hand, puffery aids in drawing in the audience and can assist in shaping a brand’s image. Let’s examine puffery in advertising in greater detail in this article, including its methods and motivations.
What is Puffery?
Although puffery is not a brand-new concept, the word’s definition has evolved. To market a good or service in today’s world, a statement must use exaggeration and hyperbole.
Whether you are aware of it or not, puffery is all around you. You may have heard the following examples of puffery advertising:
- World’s best product
- Best in the business
- Tastes better
- Looks better
Other inflated advertising makes statements that are occasionally totally implausible, such as that their beer is as cold as the Rockies.
Is it as chilly as the Rockies? You heard correctly. In their advertisements, Coors Light made precisely that claim.
Coors Light has effectively advertised its Rockies temperature comparison to imply that it is the most refreshing beer since departing from its former “World’s Most Refreshing Beer” claim. To prevent competitors from using the term, they have even gone so far as to trademark it.
The Legality of Puffery Advertising
While puffery is regarded as legal advertising, it turns into deceptive advertising when it goes too far. The line separating puffery and deceptive advertising can occasionally be hazy. We know this because of marketing instances that make deceptive claims.
False advertising uses objective statements based on fact, whereas puffery uses subjective statements based on opinion. The basis for objective claims is reality. If actual data support a deceptive statement, it is considered false advertising.
What are the Examples of Puffery?
Although advertising occasionally uses puffery, some companies have gone too far with their claims.
- Consider 5-Hour Energy. According to the brand, their energy drink shots were “better than coffee,” and even medical professionals advised them. Their creators were found guilty of breaking the Consumer Protection Act and misleading users with their advertisements. The brand was forced to pay fines and penalties totaling $4.3 million.
- L’Oreal’s reputation as a brand was also harmed by deceptive advertising. The company asserted that by “raising genes” in consumers, its Lancôme Genifique and Youth Code products prevented skin aging. In support of its assertions, the business also utilized the phrase “clinically proved.” Now, that wouldn’t be a problem if L’Oreal had research to support its claims. The lawsuit did conclude that L’Oreal did not carry out any scientific research to back up such product abilities.
What is the outcome? The FTC prohibited L’Oreal from making anti-aging claims or using the phrase “clinically proven” without offering concrete proof to back them up, even though no monetary penalties were imposed.
How does Puffery Affect your Brand Reputation?
Considering the instances above, the following are the most evident reasons why puffery is harmful to your brand:
- Financial repercussions
- A reputational hit
Brands that make ludicrous claims face costly legal actions. This might be the end of your brand for any company, big or small.
Puffery can negatively impact the reputation of your brand from a personal perspective.
Conclusion
Although puffery is seen as legitimate and occasionally compelling, it can also result in the demise of your brand. Puffery involves not only financial risk but also a reputation risk, which can occasionally be even more detrimental. Use the instances above to remind you of the dos and don’ts of advertising so that your future marketing plans will be puff-proof.
