And that was from a man who made a fortune advertising premium brands like Rolls Royce, Schweppes, Hathaway, Viyella and many more.
This doesn’t work for every product group. For some items, there’s a level of objectivity to the user experience that simply cannot be overcome with sheer marketing bluster. Samsung can trumpet its smartphones as the greatest and best, but when people compare them side by side with iPhones, Samsung’s claims become tough to back up.
So getting back to the original question, does the wine taste different in a special glass? Perhaps it would be more accurate to say that the wine drinking experience is enhanced with the glass. It may not really taste different, but you enjoy it more. You perceive it to be better.
In the Eye of the Beholder
I hope to go into this in more detail in future posts.
What do you think? I’d love to hear!
Danny Kay is a marketing and advertising professional as well as a designer and photographer with over 25 years of experience. He's worked with businesses and organizations of all sizes, up to Fortune 500.