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Three funny sounding words…

Never Knowingly Undersold. These “three funny sounding words”, as John Lewis calls them in their current crop of print ads, sum up the retailer’s unchanging price promise to customers. It’s a promise they’ve stuck to since 1925 and one they maintain they’ll always honour. Indeed why wouldn’t they – good value never goes out of fashion.

But are they really that funny sounding? There’s certainly a distinctive character to them, which is an undoubted plus. A more straightforward trio such as Always Good Value would also be more forgettable.

Funny or not, there’s a lot to be said for the power of three, for example in adding melody and memorability to your writing, and in creating a groundbreaking way to give everyone, everywhere a simple address.

So in distilling your story and/or articulating your promise, it’s no bad thing to go for three distinctive words. Funny sounding optional.