Wednesday, January 4, 2012

Corinthian Leather Claims

I've started dealing with vendors again and I'm suddenly hearing a lot of Corinthian leather statements.  They don't say "Corinthian leather", they hype some feature of their product all out of proportion to it's benefit.

Corinthian leather doesn't exist.  The phrase was made up by the advertising agency Bozell to differentiate Chrysler's Cordoba.  It suggests a link between Corinth and the car's upholstery, however there is no link. It just sounds great, especially when Ricardo Montalban says it.  It sounded so rich and luxurious, it was a reason to buy the Cordoba.  However meaningless it might have been.

Vendors don't realize the risk they take with Corinthian leather claims.  If I know that Corinthian leather doesn't exist, what does it say about your product?

When was the last time you bought a Cordoba?

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