Accentuate the Negative

It sounds counterintuitive, but admitting a negative about your company or product in your advertising builds trust with consumers

Recently, BMW took out a full-page ad in The Wall Street Journal featuring a giant headline that simply said, "No." Power tool manufacturer Stihl has made the centerpiece of its current campaign the fact that its products can't be found at Lowe's (LOW) or Home Depot (HD). And a restaurant down the road from me advertises itself as "The World's Worst BBQ."

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