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The Tiffany Theory
by Michael Levine
...called by the media one of the most influential marketing concepts of our time...
If you give someone a present, and you give it to them in a Tiffany box, it's likely that they'll believe that the gift has higher perceived value than if you gave it to them in no box or a box of less prestige. That's not because the receiver of the gift is a fool. But instead, because we live in a culture in which we gift wrap everything-- our politicians, our corporate heads, our movie and TV stars, and even our toilet paper.
Public relations is like gift wrapping.
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