Recently, marketing guru Al Ries published a piece in Advertising Age, with his thesis right there in the title:
“Having a Better Brand Is Better Than Having a Better Product”
Here are a few excerpts from Mr. Ries’ piece:
There are no facts. Everything in life is “perceptions.” There are no superior products. There are only superior perceptions in consumers’ minds.
What else do we know about perceptions? They are very difficult to change. Once a person holds a strong perception about a specific brand, it’s extremely difficult to change that perception. Continue reading ““Would You Rather Have a Better Brand or Better Product?”: A Response to Al Ries”