How to skew aero claims, by an aerodynamicist

Products (like articles) need a snappy headline - but marketing claims do need to stand up to scrutiny

test in progress sign outside windtunnel
Supporting products with wind tunnel claims is always going to open a brand up to scruitiny - transparency is key
(Image credit: Future)

‘It does what it says on the tin’ worked for Ronseal, but if you’re not selling wood stain, a little extra creativity goes a long way. ‘Rotates to aid forward propulsion’ won’t sell many wheels, and ‘forms hanger for components’ isn’t a strapline likely to see frames marching out the door.

Marketing is essential if a brand intends to differentiate itself from its competitors, but where there’s a claim there should always be substantial evidence to support it. 

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