Perception is reality, and branding takes place in the minds of consumers. Branding is not about who makes the better product, but who can create the better perception. It is better to be first than better, as being first gives the opportunity to establish a brand in people's minds before competitors arrive. If you are not the first brand, you must differentiate yourself through strong branding in order to gain market share from existing brands.

1. 10 RULES of
BRANDING
CONSULTING GROUP

2. PERCEPTION is REALITY
Rule
no. 01
Branding takes place not in the real world but in the minds of consumers. And
whatever the mind perceives to be true is true. You can object, but that is the
way it is : perception is reality. Branding is not a battle of who can manufacture
the better product. It is the battle of who can create the better perception.