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Hanes vs. Prada: What's it to you?

Brands have control over: our minds, our hearts, our beliefs, our personal relationships, the food we eat, the places we live, nearly everything about us.

Bottom line? We build brands so that you can charge more for the same thing. Period.

Hitchcock Partners got together some real people to show the real power of Brand. Our hypothesis? We pay more for marquee brands, whether they are worth it or not. How much more do we pay? Apparently, a lot. Enjoy our very short film.