Coke Zero makes the claim "Real Coke taste, zero calories." This is the central message in all of their advertising. Yet am I the only person who believes the two drinks taste nothing alike?
The brand promises to taste exactly like Coca-Cola, but one taste tells you otherwise. A brand cannot succeed if the brand promise is not met. The Coca-Cola Company would be wise to focus on Coke Zero as a unique product on its own, just like Pepsi does with Max.
With your brand, you must be what you are, or change the product to deliver that promise. Lying about your product leads to disappointment, and is not a road to success.