One of the difficult things for marketers is that people are usually skeptical about something being "too good." We've been burned too many times by company promises that aren't backed up. And our vocabulary has been numbed to words like "best," "most," and "highest." I'm reminded of the scene from Elf when Will Ferrell's naive character is overjoyed for the New York City diner that displays a sign claiming they have the "World's Best Cup of Coffee."
However, the interesting thing is, while we don't get too excited about great news, we still get really worked up about "bad" news. Michelle Obama wearing shorts on Air First One is terribly disrespectful. The new health care plan is going to kill grandma. Brett Favre wearing purple turns thousands of cheese-heads into ravenous lunatics. (I'm paraphrasing the news, but you get the idea.)
The "world's greatest" anything isn't so great. But an ounce of bad news spreads like wild fire. In this type of culture, how does your business handle its marketing and public relations?