"But by vastly boosting the amount of content online (like this blog for instance), the Internet radically boosts demand for associated context and subtext. When texts become cheap, context and subtext become relatively more valuable."
And there’s nothing wrong with not saying anything ‘distinctive’ either. Here’s another happy discovery from the need to come up with ideas for beers (Hofmeister, Courage, John Smith’s), or milk (Unigate), or dried potato (Cadbury’s Smash was no different from all the other dried potato brands).
Usually Webster had nothing distinctive to say about his products. So he didn’t bother.
Instead of dancing on strategic pinheads, trying to find some minor product point of difference, Webster took a simple truth – (Sugar Puffs are made of honey) or a generic thought (Walkers crisps are irresistible) or focused on a truth about a user (Yorkshiremen know a good pint) – and he wrote his ads round that. Note to us planners: be interesting and memorable in how you say something. But don’t worry too much if ‘anyone could say that’. Say it differently but don’t worry about saying something different.