Hugh McLeod blogs about The New Advertising. He tells a story about his business partner basically telling customers, "If you can't buy my product, buy this one."

"I've said it before, and I'll say it again. For the money, the British high street retailer, Marks & Spencer's makes as good a suit as anyone. I rate them highly."

M&S suits cost about one tenth of ours. They're like the British equivalent of Sears or JC Penny. Naturally, not everyone who reads his blog has a spare four grand to blow on a suit, so he was giving some advice about what to look for at a more modest budget.

Could you imagine a similar piece of good, solid information appearing in an ad for Armani or Brook's Brother's?

Of course not.

It is easy for a low-cost or marquee brands to make such statements though since there is little chance the customer is weighing between their product and the alternative they present. How many times have you heard, 'We're a poor-man's Mercedes" or "luxury on a budget"?