The double standard between big brands and startups — and knowing when precision in claims is life or death

A client asked me the other day: “Why do WE fuss over precise claims when Red Bull has never actually given anyone wings?”

Fair question.

The answer seems to point out a frustrating double standard.

Red Bull has multimillion-dollar legal teams and decades of brand equity. When they face lawsuits over “gives you wings,” (and they have) they settle and move on.

Small brands don’t get that luxury.

One exaggerated claim can trigger an FTC investigation that costs way more than your entire marketing budget.

A single class-action lawsuit can end everything for you.

The rules are different when you’re not bulletproof.

And it goes deeper than legal protection.

Healthcare and supplement companies face FDA scrutiny where every claim requires clinical proof. Make unsubstantiated health promises and you’ll get shut down in an EKG beep.

Even consumer products face increasing scrutiny. The FTC is cracking down on “eco-friendly” claims, forcing brands to prove environmental benefits.

Meanwhile, established brands operate in a gray zone of accepted exaggeration.

Coca-Cola promises “happiness.” McDonald’s dishes “billions and billions served” like it’s a quality metric. Airlines fluff “friendly skies” while charging for stuff that used to be table stakes.

In I Need That, I explain how customer trust forms the foundation of sustainable business. New brands gotta earn credibility through precision and truth, not hyperbole.

Your early adopters are taking a risk on an unknown product. They’re scared.

Overpromising smashes their fragile trust permanently.

My startup advice: Be surgical with your claims.

Test what you promise.

Document what you deliver.

Build reputation through consistent truth-telling, not splashy hyperbole.

Save the poetic license for when you’re big enough to afford the consequences.

What’s the most precise claim you can make while showing your product’s best impact?

Thanks for reading! If you enjoyed it, please forward to someone building a product, or reach out to my team of product marketing strategists at Graphos Product.