We believe that wine tastes better in a $20 dollar glass than $1 dollar glass. We believe an 80k bmw is vastly superior to a 25k VW, even if its virtually the same car. We believe the $250 dollar nikes make our feet feel better, and look cooler, than $50 dunlops.. and believing makes it true.

Successfuly products/businesses/marketers dont talk about features or even benefits. Instead they tell a story. A story we want to believe...