In 2007, Joshua Bell, one of the greatest musicians of his time, took a $3.5 million Stradivarius violin and busked anonymously in a Washington D.C. metro station during morning rush hour.

Thousands of people rushed by, with only a handful briefly stopping to listen. Out of 1,097 people that passed by Bell, 27 gave money, and only seven actually stopped and listened for any length of time.

In total, Bell made $52.17. This included a $20 note from someone who recognised him.

Days earlier, he had sold out a full house in Boston at hundreds of dollars a ticket.

Same violinist, different context.

Why Context Matters for Brand Perception

In today's crowded marketplace, it's not enough to just have a great product - the way you package and present that offering is equally crucial.

The frame of reference can drastically impact how consumers perceive and value a brand or a product.

Apple understands this better than perhaps any company. Their minimalist product displays and retail environments frame Apple devices as high-end luxury items rather than mere consumer electronics. Every Apple store evokes the vibe of an art gallery, reserved for unique and exceptional pieces. Products are displayed in severely limited quantities, subtly reinforcing their scarcity and elevated status.

While the products themselves are insanely great, the brilliant frame surrounding them is what allows Apple to command such rabid loyalty and premium pricing. The environment, the service the spacing, the angle of the screen- all meticulously controlled.

It's very intentional.

The same phones, laptops, and tablets would likely feel radically devalued if displayed like commodity goods at a typical electronics retail outlet.

The context creates the value and perception of the brand.

All brands and products can be elevated or devalued based on how they are framed environmentally, visually and contextually. An exceptional bottle of wine would lose its luxury perception if sold at a dilapidated convenience store.

A celebrity attending an iconic awards show is framed as glamorous, while that same person attending a local company party would confer drastically less prestige.

In today's increasingly commoditized world, smart brands must become masterful at controlling their frame. How an offering is contextually packaged shapes its aspirational versus transactional value in the minds of consumers. Controlling that frame is what separates an iPhone from just another phone. The frame shapes perception, and in branding and marketing, perception is everything.