The messages used to promote a product or service can become apart of it’s identity. If you hear “Good to the last drop” or “Mmm Mmm Good!” owed by Maxwell House and Campbell’s respectively you instantly know the product and the brand. So when creating a message or tagline for an advertising campaign it is important to be able to back up the claim. Of course a company can say they make “The best orange juice in America” or “The best burgers in California” and no one would expect that to actually be true. However if a company says they are “100% organic” or “have no artificial ingredients” they will be required to stand by that statement or risk their customers turning on them for not being what they promised.
