Who cares what the band says in statements like this? We all know that they are going to say it and should all know it's rather meaningless. I look for and enjoy bands talking about the instrumentation of albums, the sound of them, the direction musically, and that sort of thing. Stuff that at least matters. Marketing (even sincere as the case usually is with bands) is just that, and I know enough to just filter it out, and I'd suggest the same for anyone who even bothers getting worked up over it.
Or you can just judge for yourself by buying their product.
Can you please connect the dots on how in the world your statement relates to mine?
Buy the new album to see if it actually is their strongest, and what they're saying is not just marketing
If the media would ask the band how strong their new album is, what other answer could they possible say other than it's their strongest album yet?
All bands are proud of their latest release even if the results may not be what they hoped for, besides they would never say if their unhappy with anything in the production anyway, not before a release. That would go against any form of rule within marketing.
So if a band is saying something in the line of "it's their strongest release yet" it's for the most part a good thing because that means that they at the very least have a product they don't mind let go into print...but if the band at anytime in the future say something diffrent I would start getting worried.
So what Nick means is that there are certain areas like production, musical direction, instrumentation and so forth that are not affected by any marketing strategy. Those areas are there whether or not the album is any good or not.