#1 holds a lot of weight if it’s specifically tied to a scorecard that your market is concerned about.
But when a brand makes a general claim like, “ we are the #1 fast food restaurant.” This indicator reveals that they don’t get it, because they haven’t determined what they are ranking to come up with the assumption that they are #1.
They probably made this claim because someone on the board spun a number that led them to believe that the market would care if they said they are #1.
You can flip through any phonebook in the US and find multiply “best” or “#1” self-acclaimed brands of anything. People now a days are becoming lethargic to this message.
If a brand is number #1, it is because all your friends and family are talking about it. Not because the company says so.
The top four indicators a brand should be monitoring:
PS. I have found that if you want to claim a value proposition it is best to weave it through story. It comes across better.