One final point on claims before moving on to other issues: The statement of position is not the tagline for the ad. Ad agencies come up with taglines, not marketing groups. The function of the statement of position is to control the ad campaign, to ensure that however “creative” it may become, it stays on strategy. If the point of the ad is not identical with the point of the claim, then it is the ad, not the claim, that must be changed—regardless of how great the ad is.
