Its interesting to see how riding the coattails has taken on a life of its own in the current vernacular in Silicon Valley. Prominent brands that develop hardware or software often show case their wares by hosting large parties called Developer Conferences or Media Events or some such. Hey if you have dollars to spend on marketing why not? The trickle effect of this effort though is clearly defined by how popular the commodity already is in the market.
Take a very popular communication device that markets its latest incarnation or redesign at a press conference and the hoopla surrounding it starts days or months before the event and concludes much after. So what the brand gets its incidental exposure at no additional cost. Media giants in turn benefit from this sometimes GDP altering event and also boost their own ratings and revenues riding the proverbial coattails (I am still looking for someone who actually has said garment extension).
Such devotion is not seen for example when a lesser known brand does a coming out party for their redesigned wares. They might see some conversation in the 24 hours following their event but the buzz dies out like a semi flat can of soda.
So it stands to reason that the multiplier effect for promoting an already popular product or service is huge with the lesser known under dogs have a hard climb out.
Ultimately the true worth is in the eye of the beholder and there is significant evidence (from the author's vantage) that the beholdees are shutting their eyes to evaluate the product and judge its value and relaying on their neighbor to determine their next purchase. The latter is commonly defined as the herd mentality. This can have the intrinsic effect of dumbing the brain and today's marketing takes full advantage of this vulnerability.
I like chocolates. Godiva Dark with Almonds - not sure of the naked woman on the horse to be the icon of some choice cocoa based products but tastes good. Started in Belgium but now owned by some Turks. Cadburys - Fruit and Nut Milk Bars - awesome combination of dried fruit pieces along with a medley of nuts makes your toungue dance - started by a Brit now owen by Kraft USA. Lindt Hazelnut spheres - made by a Swiss confectioner are divine balls that melt in your mouth with a lingering nutty taste Ghirardelli Milk Crisp Squares - crunchy and light these milk squares are easy on the palate but pack some serious calories - all good I say! Originally founded by an Italian who moved around till he landed in SF Bay today also owned by the Swiss Lindt empire.
keeping up with the Joneses is still the most powerful buying motive, else we could probably do with a lot less- branded or otherwise.
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