Years ago one of my dearest professors at college did a very interesting experiment.
At the time of this story, the Cuban revolution was happening at all levels, and one of the questions that arose was: Do we need advertising?
My professor, one of the best advertising professionals on the Island, was part of a high commission created to analyze the matter. He brought two groups of beer bottles to a very important meeting. One group of bottles was labeled. The other group included only plain bottles: no labels, logos, or specific design identifying the content. He then asked the audience to taste the content of each group, and to decide which beer tasted better. They did so, and the unanimous answer confirmed that the labeled bottles contained the better beer.
To everyone's surprise, my professor explained that he had put the same exact content in all the bottles.