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Good for them.

In a world in which we all too often take ourselves too seriously, the lighter and self-deprecating touch is welcomed - at least by me.

It's way better than that 'ultimate! ...leaders in our field since god-knows-when' chest-beating nonsense so commonly used to try to impress.

Anyone else feel the same? And have similar examples?

Posted by gulliver at February 17, 2006 1:14 AM

I do feel the same gulliver, but somehow I'm not too certain if this was a conscious attempt to be selfless. Sounds like one of those headlines that Jay Leno makes fun of.

Overly self-inflating your product or service might not be attractive, but you shouldn't have to castigate yourself to avoid doing so. Ouch! Save that for the Opus Dei!

Posted by Tom O'Leary at February 17, 2006 6:55 AM

A lot of people think Grape Nuts takes like twigs and bark so it seems to me that the tagline simply uses the positioning theory of Ries and Trout to bridge from what people may already think about Grape Nuts to this new message.

Posted by Jeffrey at February 17, 2006 8:06 AM

Do people eat Grape Nuts because of the taste? Not likely. The target market is not one that is overly concerned with the taste--but with the bran (not brand). This ne $wp_filesystem->is_dir($to) ) { //Only do parents if no children exist $path = preg_split('![/\\\]!', untrailingslashit($to)); for ( $i = count($path); $i >= 0; $i-- ) { if ( empty($path[$i]) ) continue; $dir = implode('/', array_slice($path, 0, $i+1) ); if ( preg_match('!^[a-z]:$!i', $dir) ) // Skip it if it looks like a Windows Drive letter. continue; if ( ! $wp_filesystem->is_dir($dir) ) $needed_dirs[] = $dir; else break; // A folder exists, therefor, we dont need the check the levels below this } } if ( class_exists('ZipArchive') && apply_filters('unzip_file_use_ziparchive', true ) ) { $result = _unzip_file_ziparchive($file, $to, $needed_dirs); if ( true === $result ) { return $result; } elseif ( is_wp_error($result) ) { if ( 'incompatible_archive' != $result->get_error_code() ) return $result; } } // Fall through to PclZip if ZipArchive is not available, or encountered an error opening the file. return _unzip_file_pclzip($file, $to, $needed_dirs); } /** * This function should not be called directly, use unzip_file instead. Attempts to unzip an archive using the ZipArchive class. * Assumes that WP_Filesystem() has already been called and set up. * * @since 3.0.0 * @see unzip_file * @access private * * @param string $file Full path and filename of zip archive * @param string $to Full path on the filesystem to extract archive to * @param array $needed_dirs A partial list of required folders needed to be created. * @return mixed WP_Error on failure, True on success */ function _unzip_file_ziparchive($file, $to, $needed_dirs = array() ) { global $wp_filesystem; $z = new ZipArchive(); // PHP4-compat - php4 classes can't contain constants $zopen = $z->open($file, /* ZIPARCHIVE::CHECKCONS */ 4); if ( true !== $zopen ) return new WP_Error('incompatible_archive', __('Incompatible Archive.')); for ( $i = 0; $i < $z->numFiles; $i++ ) { if ( ! $info = $z->statIndex($i) ) return new WP_Error('stat_failed', __('Could not retrieve file from archive.')); if ( '__MACOSX/' === substr($info['name'], 0, 9) ) // Skip the OS X-created __MACOSX directory continue; if ( '/' == substr($info['name'], -1) ) // directory $needed_dirs[] = $to . untrailingslashit($info['name']); else $needed_dirs[] = $to . untrailingslashit(dirname($info['name'])); } $needed_dirs = array_unique($needed_dirs); foreach ( $needed_dirs as $dir ) { // Check the parent folders of the folders all exist within the creation array. if ( untrailingslashit($to) == $dir ) // Skip over the working directory, We know this exists (or will exist) continue; if ( strpos($dir, $to) === false ) // If the directory is not within the working directory, Skip it continue; $parent_folder = dirname($dir); while ( !empty($parent_folder) && untrailingslashit($to) != $parent_folder && !in_array($parent_folder, $needed_dirs) ) { $needed_dirs[] = $parent_folder; $parent_folder = dirname($parent_folder); } } asort($needed_dirs); // Create those directories if need be: foreach ( $needed_dirs as $_dir ) { if ( ! $wp_filesystem->mkdir($_dir, FS_CHMOD_DIR) && ! $wp_filesystem->is_dir($_dir) ) // Only check to see if the Dir exists upon creation failure. Less I/O this way. return new WP_Error('mkdir_failed', __('Could not create directory.'), $_dir); } unset($needed_dirs); for ( $i = 0; $i < $z->numFiles; $i++ ) { if ( ! $info = $z->statIndex($i) ) return new WP_Error('stat_failed', __('Could not retrieve file from archive.')); if ( '/' == substr($info['name'], -1) ) // directory continue; if ( '__MACOSX/' === substr($info['name'], 0, 9) ) // Don't extract the OS X-created __MACOSX directory files continue; $contents = $z->getFromIndex($i); if ( false === $contents ) return new WP_Error('extract_failed', __('Could not extract file from archive.'), $info['name']); if ( ! $wp_filesystem->put_contents( $to . $info['name'], $contents, FS_CHMOD_FILE) ) return new WP_Error('copy_failed', __('Could not copy file.'), $to . $infeir territory but with a decent taste (Total cereal).

I always thought it was a great addition on top of regular cereal. Hey, now there's a new marketing strategy.....the topper on EVERY bowl.

Posted by Jeff at February 18, 2006 6:59 AM

Off the subject a bit Steve - forgive me - but a fish sales van parked in my street has written on its side;

'Our fish is so fresh the next of kin haven't even been informed'

I love that - what is the best slogan you folks have seen?

Posted by Trevor Gay at February 20, 2006 2:54 PM

Trevor,

I guess Levis’ slogan "Quality never goes out of style" is marvelous. Don’t you think so? Also very TRUE.

Posted by K.Sriram at February 22, 2006 7:27 AM

I agree Sriram - Levi's rule ok?!!

And when it was true ... the best slogan I ever heard was 'IBM Means Service'

Posted by Trevor Gay at February 22, 2006 2:34 PM