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.