Working on a campaign today where we are looking to establish a product as the most comfortable on the market. Comfort is so subjective, how do you quantify it? What is the imperical measurement of comfort? Is it thread count? No, that doesnt’ automatically mean comfortable… is it material? Sure, cashmere is comfortable but it can’t be used in boxing gloves… We can just say we’re comfortable but no one will just take our word for it.
Aha! I betcha they’d take the words of hundreds of customers who have written reviews about the comfort!
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