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Richard Shotton: If you want to earn consumers’ love, flaunt your flaws

Cover of The Choice Factory by Richard Shotton .... Think about Listerine, which publicised its bitter taste with the strapline ‘The taste you hate, twice a day’ ....

The campaign recognised that exhibiting a weakness didn’t make them look weak. In fact, not only did it corroborate a mirror strength, it made them seem self-confident and their competitors, by contrast, needy.
So next time a consumer insults your brand, don’t fear, maybe they’ve spotted an opportunity.

Richard Shotton is deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory, a book about applying behavioural science to advertising. He tweets at @rshotton.
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