Salvador Dalí paid for dinners with checks nobody would cash. He would sign them and add a small sketch, making the check worth more than the bill itself. So restaurants kept the artwork instead of the money. From a marketing perspective, this is brand equity at its purest form. Dalí understood that perceived value can become more powerful than money itself. His name carried cultural status, rarity, and value. The check was no longer paper it became an asset. When perception
