Adjectives Add Value by Prof David Hughes 

Another great insight by Professor David Hughes. His message is “Adjectives Add Value!

The story includes great lines like:

“This is an exquisite use of adjectival marketing: bacon is the noun and nouns are essential but not carriers of great profit; free range/beech smoked/ air dried/hand cured are adjectives impregnated with margin that smell as delicious to the vendor as the bacon does to the consumer! Add a few more adjectives – such as organic, non-GM feed, Saddleback rare breed, as Helen Browning’s branded bacon does and one enters stratospheric pricing territory, viz. £4.29 for 184 grm./6 rashers (£23.32/kg.). Mind you, as Helen proudly advises her customers, the bacon is made from “probably the best pigs in the world”, particularly we assume if they are washed down with a Carlsberg beer!”

It reminds me that often we are selling
fashion NOT food.

Leave a Comment





This site uses Akismet to reduce spam. Learn how your comment data is processed.