Whether on package copy, TV ads, or websites, most brands talk in the same self-referential and self-absorbed way. It’s by design. That’s usually the first filter of a creative review: run through a checklist to make sure that all the key benefits from the brief are there. The problem is that there’s rarely a filter that all that brand talk is actually interesting.
Hugh Macleod [Gapingvoid] refers to this as The Cocktail Party Rule: "What’s true at cocktail parties is also true in marketing i.e. If you want to be boring, talk about yourself. If you want to be interesting, talk about something else."
Read the whole thing.