There is a great scene in Norton Juster’s fantastic The Phantom Tollbooth where Milo and Tock stop at a house with a sign “World’s Smallest Giant.”   They ring and an average sized man comes to the door, rendered with beautiful simplicity by Jules Feiffer, and identifies himself as the world’s smallest giant.   Bewildered, they are invited to go visit the World’s Largest Midget, who, by a neat quirk, lives right around the corner.

Around the corner turns out to be the side of the same house where a sign over the door proclaims “Midget.”  They ring and the average sized guy comes to the door, deadpan as can be, drawn identically by Feiffer, but for the sign above the door.  They go on to meet the world’s fattest thin man and the world’s thinnest fat man.

(You can read the entire short, delightful chapter for yourself here, as it turns out, only slightly different, and infinitely more charming, than the version above.  In fact, the whole wonderful book is at the link above.)

Branding and selling, baby.  The quality of the actual product is important, most likely, but the branding and selling of it, and the deadpan confidence to always insist it is exactly what you say it is– way more.