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Rory Sutherland, one of the world’s leading advertisers who works at Ogilvy Group, shares his insightful ideas on the real value versus the perceived value of a product. He describes value as something that is relative, and as something that can represent a variety of different things for different people, depending entirely on its context. Using the examples of the potato in the 16th century and the ‘Diamond Shreddie’ advertising campaign, Rory Sutherland explains how a company or business can completely transform the perception of its brand and products by placing them in a new context. Value can be added or lost depending on the ways with which consumers interact or the ways in which they perceive products. Rory Sutherland offers a fascinating collection of anecdotes and interpretations that individuals can apply to both advertising and everyday life.