Tiffany Theory

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.