The Budweiser principle.
On Madison Avenue, one of the theories I was taught was the Budweiser principle.
How Budweiser got to be the biggest-selling beer in the world.
The secret was: it was everyone’s second choice.
Nobody loved Budweiser, but nobody hated it.
It worked like this.
Supposing I was going to the store to get a case of beer for the weekend.
My favourite beer might be Pabst, but that tastes too hoppy for some people.
So I get a case of Pabst but I also get a case of Bud in case any visitors come round, because no-one objects to Bud.