Watched the entertaining film 'Starter For 10' last night in which Rebecca replies to Brian's "That's a joke" pronouncement with "I'll be the judge of that!".
As brand owners, we often forget that it's not we who decide whether our brand is funny or important or relevant. The customer is the judge of that too. When we keep that in mind, we're far less likely to come out with boastful claims that are just begging to be punctured.