Seth’s Blog: Telling a story on the label

Here’s a $20 bottle of soap. Functionally identical to a $3 bottle, so what’s the $17 for?

Let’s assume the people buying it aren’t stupid. What are they paying $17 for? A story. A feeling. A souvenir of a shopping expedition or perhaps just a little bit of joy in the shower every morning. Click on the link to see how Seth dissects.