Products are, mainly, a matter of quality: good ones speak by themselves. At the same time, some products work just because of a lucky commercial jingle or a well built brand image (appealing design, testimonials, life style, viral stuff).
The same is true also as we come with cooking: one is “what” you sell, the other is “how”. You can either be unable to sell good stuff or able to sell crap one. Needless to say, many times people are willing to pay for something that is trendy, cool, that delivers “status”.
You don’t buy a product, you buy the image that you want to communicate of yourself of that makes you feel incredibly sexy!