Want to know the secret to creating perceived superiority? Don’t tell anyone your brand is superior.
Brands have spent years trying to obtain superiority claims. In fact brand leaders spend millions of dollars in R&D improving their products, conducting competitive testing and massaging their claims in order to claim their product is better than that of the competition. Consumers prefer this coffee brand over that 2 to 1; 80% of people agree that super cleanser Brand X kills germs better than Brand Y. There are a lot of overstatements but those superlatives are not matched by superior results.