Came across this on an advertising board in Ipswich recently. Very nice positioning/branding (rather than direct selling) ad. This sort of thing can only be done when you have your place in the market, as Smith & Nephew have. Advertising your customers to the world and then encouraging those seeing the ad with a tacit (rather than explicit ) “and by the way we supply some of the tools of their important trade” is sheer measured excellence. But only if you already have your place in the market secure as a market maker. I would not recommend this approach for a follower, no matter how fast a follower.