The Japanese have been putting their cool as hell ninja-in-the-fog tilt on contemporary marketing for about 2000 years, apparently. The Japanese have two expressions which should be part of every marketing curriculum:

One is hinshitsu which roughly translates to as a type of taken-for-granted quality. This is obvious in every interaction, the quality of what is being presented must be above reproach. This is what people are employed to do and have been slaving over in an analytical way since the industrial revolution.

The other is miryoku teki hinshitsu, which refers to a type of enchanting or bewitching quality. This is the quality which kicks-in after we accept the functionality and reliabilty of a product or brand, and become emotionally involved. Miryoku teki hinshitsu appeals to our sense of elegance, our desires, our need to find meaning in what we do.