"All Things Being Equal: Parity Products" (March 2010 Encore)

Age of Persuasion

This week, the Age of Persuasion features an encore look at Parity Products. It's that strange category where each brand is identical to the other, with nothing unique separating them. Yet, some of the biggest advertisers are parity products, like toothpastes, shampoos, beer and dish soaps. We'll track the history of parity advertising, talk about pioneer Claude Hopkins' ingenious "pre-emptive claim" strategy, and we'll examine the brilliant ways one brand shines a little brighter than the other ... all things being equal.

More From Radio/More Shows/Age of Persuasion