How potent can brand be?

Watch this hysterical but quite pointed video created by Penn and Teller for their Showtime special. (E-mail subscribers — click here to watch the video) Ask yourself these questions:

If my business were stacked in a row next to all our competitors — would we look different?
If we looked different — what would that difference be perceived to be?
If you were to peel away our "label" would that difference still exist or is it just marketing spin?

A hat tip to the very smart and savvy Susan Armstrong of Armstrong|Shank for reminding me of this eye-opener!