Choosing what to say and what words to use when advertising is critical to successfully gaining sales and consumer loyalty. The goal of advertising is to make consumers believe in a product and this is where NBB came into confusion with the decision to use the word folly or not in their marketing slogan. Folly’s definition of an act of foolishness, lack of good sense and/or crazy behavior could have been detrimental to the core value that NBB had for itself- drink responsibly. The question then that NBB had to face was “will the consumer feel that we are starting to follow your foolishness”. The use of words can be very misleading in marketing efforts, especially when doing business with other countries. For example, Gerber is known as a
