All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

by Seth Godin

Using the soap itself is nothing but a reminder of the way you felt (good) when you told yourself a story while buying the soap in the first place. Ready for this? The product is nothing but a souvenir of your trip to the store—and a reminder of the way you felt when you bought it.