Perception Is Reality: Why Branding, Story, and Design Matter More Than Facts

What makes a weed a flower? According to Rory Sutherland, it’s not nature—it’s marketing. In 'Alchemy,' he writes: 'A flower is simply a weed with an advertising budget.' This is the heart of branding: perception, not objective qualities, creates value.

Consider the story of the Patagonian toothfish. For years, it was ignored by chefs and diners. Then, it was rebranded as 'Chilean sea bass'—and suddenly, it became a luxury dish. Or the IKEA effect: when people build furniture themselves, they value it more, even if it’s imperfect.

Branding, storytelling, and design are not superficial. They are the engines of value creation. The right name, the right packaging, the right story can turn the mundane into the magical. Even price can be a signal—sometimes, raising it increases demand, because it whispers exclusivity and quality.

The lesson: if you want to create real value, focus on how people perceive, not just what they receive. The magic is in the mind.

References: Sutherland, R. (2019). Alchemy: The Surprising Power of Ideas That Don't Make Sense. 1 2 4