I remembered when I was sitting in my cubicle, dreaming and lusting after a digital Leica M9. I imagined after buying it, all of my life’s problems would be solved. I imagined the camera would inspire me to be more creative, brave, and inspired in my photography. I imagined how cool I would look in the streets with a Leica over my shoulder. I also imagined how much more people would “respect” or admire me, simply because I had a Leica.
The truth is, symbols and brands have a strong effect on our psychology. A brand is a symbol of trust, prestige, and quality.