A successful brand management strategy is one that makes people pay remarkably high prices for products that are inherently cheap to make. This is called creating value. The idea is to manipulate the image of the product or service so that people are willing to pay what the brand planners want them to pay, rather than pay the total cost of production, plus a reasonable added margin. So, on television adverts, we see expressions that humans designed for orgasms and religious rapture applied to plastic things the job of which is to go tick tock tick tock, or to say things like “Beige is the new Fuck”.