If you make a claim for your product/service you better make sure it's a reflection of current behaviour. This struck me when I saw the inside lid of the Haagen Daz just now. It says
We began more than 40 years ago with three flavors, and it took six years to develop a fourth. That's the patient and uncompromising approach we've taken to every new product we've created ever since.A nice claim to heritage and authenticity except that, at that rate, they'd only have seven flavours and it sure didn't look like that to me when I was in the supermarket.
