Brand power is everything in business and some people know how to milk it best. Sony, Microsoft,Apple, and our favorite Google…powerful names that carry a lot of weight. In the concept-design-world, the trick to get noticed is not to associate the brands with the obvious. For example, concept  Sony gadgets have been done to death, but a Google Envelope will attract more attention. Likewise having jaded Hollywood actresses sell fountain of youth pills pales in comparison to Google selling Vitamins.