I was pondering this question while reading a recent Buick print ad.
The headline declares that Buick is "the craft of modern luxury."
The themeline declares that a Buick enables you to "drive beautiful."
And the space between these two ideas is filled with yet another idea -- "QuietTuning."
If you ask me, quiet seems to me to be the differentiating brand idea -- Buick provides the luxury of silence. Words like modern and beautiful are simply marketing blather.
This ad illustrates the need for marketers to embrace relevant and unique selling propositions and not try to be all things to all people. It also illustrates the need to stop creating advertising by committee.