As products converge in quality, the brand becomes the deciding factor. Increasingly, people choose the brand, not the product.
Products converge, brands diverge
When competing products are similar, the brand is what differs. It carries the meaning and trust that tip the choice.
The brand becomes the real point of difference.
The brand carries the value
Perception of value comes largely from the brand, not the spec sheet. People pay for what the brand represents.
This shifts value from production to perception.
What it means for owners
Investing only in the product while ignoring the brand leaves value on the table. The brand is where margin and loyalty live.
Build the product and the brand together.