Transcription
Can make an effort around how the thing is delivered and packaged and presented, which some people do well and some people don't bother to do at all.
Possibly there's a little bit of costly signaling involved. I mean, if you order something from Selfridges, the uh inside of the box is actually yellow with the Selfridges logo on a kind of shiny backdrop and there's a little bit of tissue paper that will have a halo effect on your perceived value of the product.
By the way, >> you know, I know we don't like it, but actually packaging is to some extent packaging is where a product first becomes a brand. It's where it first takes on a personality, an identity. Uh, you know.