“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”
~ David Ogilvy, Advertising Guru
There is a reason that people will pay a premium price for their favorite cosmetic, cellular phone, athletic shoe, or TV; they are comfortable with the product there are receiving and they are confident in the organization behind the product.