Webcopyplus recently had the pleasure of participating in a creative session with Canadian marketing communications consultant Brian Follett, who ingeniously demonstrated the value of branding.
He talked about a plain, white Styrofoam cup on one end of a line, followed by several other cups, each more elaborate than the prior. The last cup was a Starbucks cup.
“Each one’s filled with brown liquid,” he said, promptly pointing out few would pay for the first cup, but many pay upwards of $5 for the last cup.
