From the Under The Influence Archives. One of our favourites.

There are some time-honored honorifics in the world of marketing.

“Honorifics” are titles like Mr., Mrs., Doctor, Captain or Colonel. 

Like Colonel Sanders, Dr. Scholl’s, Mr. Clean and Mrs. Butterworth’s.

They’re usually leaders in their category.

Is it because those products are the best?

Or – is it because those brand names give the products a sense of respect and authority.

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