In the medical community, they call it the “placebo effect“, whereby patients given a bogus drug they believe is the real thing will exhibit similar reactions to what the real drug would induce. Marketers have always been masters of the placebo effect, but perhaps the greatest head fake in the world belongs to the bottled water industry. Watch as Penn & Teller serve up Los Angeles’ finest tap water to guests at an upscale restaurant. This is an old video for some, but we feel it so effectively highlights the “mind games” bottled water can play based on packaging and branding.
Eric is the Co-Founder and CEO of KOR. Prior to launching KOR, he's been a serial entrepreneur involved with apparel, online education, and technology services. Eric can be reached at .