In a world where buyers have a multitude of choices, service providers must find and promote a point of differentiation. Certs promotes a glistening drop of Retsyn as the secret to its effectiveness.

In the 1980s, there was a commercial campaign for a candy breath mint called Certs. Their tagline was: “Certs, with a glistening drop of Retsyn.” The unique selling point was that Certs, one of many ...