Head over to your closest Whole Foods and you’ll probably find a Sigg reusable water bottle display like the one on top.  Each bottle sells for $19.99 or more.

Go to Walgreens and you'll find a very similar bottle at $3.99:

Why would somebody pay 400% more for essentially the same product?

Because of the power of brands…

You spend $19.99 on a Sigg not because you need a water bottle, but because you want to tell the world that you are hip, environmentally conscious and stylish.

People are willing to pay to belong to a tribe, and brands just make it easier.