Marketing Genius

Thumbing through a Swedish industry magazine today I came across a glossy company advertisement. The headline, in brilliant gold on green lettering read "Vi är din Plan B". Which translates to "We are your Plan B". Now, ok, the company was selling and renting out diesel powered electricity generators. But, geez... Way to talk yourselves up, fellas !!!! If this was anywhere else in the world the headline might be "Use us now before it's too late !" Or something equally demanding and fear inducing. But no, this is Sweden. And in Sweden one says, " well, I guess you could always try us, if all else fails. But we're not promising anything, so it's ok if you don't want to. Honest. In fact, it's probably better if you don't use us. Really.".