It’s the Product, Stupid

Here’s a very good piece by my friends at RLM Public Relations on the limits of what we usually call “branding.”

Here’s my favorite quotation:

Branding, you see, seeks to create reality through perception. Great brands, meanwhile, create perceptions through reality. Branding seeks to gloss over a lack of differentiation, while great brands are built from the inside out, on differentiation.

In other words, “it’s the product, stupid.”