‘It does what it says on the tin’ worked for Ronseal, but if you’re not selling wood stain, a little extra creativity goes a long way. ‘Rotates to aid forward propulsion’ won’t sell many wheels, and ‘forms hanger for components’ isn’t a strapline likely to see frames marching out the door.

Marketing is essential if a brand intends to differentiate itself from its competitors, but where there’s a claim there should always be substantial evidence to support it.