Once we know something, it becomes hard to imagine what it feels like not to know it.
More quotesA ninety-second advert can communicate the same literal claim as a cheaper thirty-second one. The extra expenditure may still tell the audience that the advertiser has resources and expects the message to matter. That is why acres of white space can communicate more than filling every inch with claims. A flagship shop may sell confidence beyond the sales made at that address. A lavish sample says the product deserves ceremony. An independent benchmark costs more than another unsupported boast, and the cost is part of its credibility.
Economists call the extra spend waste because the explicit information could travel for less. Human beings notice the sacrifice. A peacock could communicate availability with a modest grey badge. The ridiculous tail is the message. Waste can be stupid. It can also be the receipt for seriousness. Extravagance proves no quality. Borrowed money burns beautifully, and an ordinary product can receive a magnificent launch. The signal works only when the intended audience notices the expense and connects it with commitment, confidence or scale. A glossy launch for a flimsy offer simply makes the disappointment easier to see. A procurement saving can preserve every explicit word while removing the visible commitment that supported belief. Finance records the saving immediately. Whether customers noticed the missing commitment may not appear until the next tracking study.