Hey everyone. Just wanted to take a moment to remember that when you're buying a product, be it a toothbrush or a car, all you are getting is the product. You're not getting any kind of intangible benefit. You're not cooler, richer, funnier or having more fun, unless you became any of those things through actual use of the product.
Some car advertisement, I don't remember for what company, but there was an advertisement during the Super Bowl that purported to sell, not the car, but the idea of luxury. Their strategy was to link the concept of luxury inextricably to the car, so that people would buy one with the expectation of the other.
This is something we see all the time, and it kind of drifts out of mind how crazy it is. Perfume makes you sexier, as do infomercial push-up aids. Paintball makes you cool. Cell phones make you hip. Shopping at Brooks Brothers instead of Target makes you classy. Taking X pill will make you happy.
All of this is absolutely wrong.
It's just perfume. It's just a push-up device. It's just paintball, a phone, a store and a pill. There is nothing special about it except what the product itself actually does, to the extent that that is special.
This is a good thing to remember.