I'm talking about their branding/advertising and cultural norms, not actual innovation, as in they are considered hip and cool. And yes, that is exactly what ma

I'm talking about their branding/advertising and cultural norms, not actual innovation, as in they are considered hip and cool. And yes, that is exactly what marketing is trying to do and it has a clear effect on what people think about the brands and the products and therefore about the purchase of them.