In order to bring some rigor to the process, FTSE Russell takes a volatility-based definition, which we believe cuts through the noise and focuses on what the indexes measure.
Exactly 25 years ago a British ad campaign for a wood varnish succeeded beyond the wildest dreams of the manufacturer.
Ronseal’s “It does exactly what it says on the tin” campaign turned the conventional marketing campaign wisdom upside down. Instead of promising extraordinary outcomes, the ads’ mundane promise was: this is what you want, so this is what you get. It junked the jargon and left consumers clear about what they were buying.
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