Back in the day (a phrase middle-aged men frequently use), I used to use props in my public speeches. I'd pass out two bags of coffee beans–one from Starbucks and one a no-name brand in a yellow bag– and ask each audience member to grab one from each bag, study the beans and then pick their favourite one. Over time, a consistent 75% of the audience picked the Starbucks beans. I asked people to explain their choices. What came out of their mouths as justifications were not the observable traits of the physical beans (discernible through the senses like smell and taste), they were branding statements.