This week’s Consumed feature in the Sunday Magazine highlights a startling discovery: if you believe enough in the value of a brand, your performance can actually improve with exposure to the brand. The article cites research showing that people subliminally exposed to the Apple logo perform better on a test of creativity than those shown the IBM logo, or no logo at all.

The findings feel to me like a commercial extension of the placebo effect, which is all about the power of belief. It also underscores the importance of reinforcing your brand attributes with the right marketing placement: the Speedo outfit worn by Michael Phelps has been rushed to mass production at a high price point, as wishful swimmers look to enhance their own personal bests. Now, if only I can convince my family that this Porsche would make me a better driver…