Jeffrey S. Francis - Marketing School Claude Hopkins  Pre-emptive Claim | A Cultural History of Advertising |

"The concept behind a preemptive claim is pretty simple. I have a product. My product is virtually identical in features and benefits to every other product in the category. So how do you distinguish your product from everyone else? By preemptively taking ownership of one of those benefits. In the world of parity products, this is the modus operandi."