BrightBox hits the mark doing what we do best: branding. Indeed, some of the most average businesses in the world have risen to prominence based on nothing more than the creation of strong, emotive branding campaigns. Sometimes, we hear claims from other business leaders that marketing doesn’t matter if the product is strong enough. However, nothing could be farther from the truth. As a perfect example, Best Buy recently attempted to fix its business issues by striving to carry hot products rather than solve its most nagging problem: a reputation for normalcy.

Simply put: no matter how hot your product is, a cold perception leads to low sales.

Best Buy’s dependence on products rekindles the well-rehearsed debate about product versus branding. While both camps have their staunch supporters, marketing guru Al Ries weighs in on the side of branding. Ries just released an article laying down the importance of product perception and lauding the benefits of good branding. He reminds us that, at the end of the day, the product perceived as the best wins regardless of its actual merit.

For a prime example, look no further than a vending machine. Coca-Cola consistently outsells all other competitors in the United States. Is Coke the best soda out there? Probably not. There are plenty of other products that are sweeter or a better value. Coke wins out because of impeccable branding reinforced by years of iconic bottle design and clever advertising. Yes Coke is good, but its superior placement makes it a lasting success. People perceive Coke as the best so it becomes the best. That’s what happens when you’re the first soda in the mind of the market.

Bright Box agrees with Al Ries. Time and time again, we have seen the power of branding. One of BrightBox’s most successful clients, Zadok Technologies, has doubled their business each year for the past five years after working with us on their image.

Read our blog post on Zadok Technologies to see for yourself an example of world class branding.