all the money, no confidence

According to renowned creative director Dave Trott, people 
with money buy brands because they lack the confidence to 
recognise product qualities .

"People have a sudden influx of money and have to show it by buying 'brands'.

So they don't have the confidence to buy a watch for what it looks like, they buy a Rolex.

Or a car for what it does, so they buy a BMW, Mercedes, or Rolls.

Or a scotch for what it tastes like, so they buy a single malt.

This is what people do when they don't have confidence in their own judgement.

They buy credibility. They buy a badge not a product."

Couldn't agree more Dave.