you “might” not win if your brand isn’t good enough 

but thinking that you’ll win just because your brand is good is a bad bad mistake

a decade+ of consumer products | decentralized analytics: /intelligent | self exploration: /tanishq

brand will stop persisting if you can't deliver on the brand. it's one of those things that is heavily compounded by other stuff - realised it recently. quite similar to hitting product market fit- you will know when you actually hit PMF/ brand. And journey would be different post it.