"They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words ... They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods." - Rosser Reeves, Reality in Advertising, 1961.
A melhor definição sobre o poder que as marcas têm em nós (Rosser Reeves, autor da famosa USP - Unique Selling Proposition)