Thanks for the comment Roger. Indeed, it all begins with a compelling product/service. But so many categories are commodities where customers/consumers have abundant choice. The 5% of energy (time and money) expended on marketing branding, advertising, PR can make the difference in perceived value, but the "experience" of engagement with a product/service is what separates the leaders from the slush pile.

In the immortal words of Ricky Bobby "if you're not first, you're last"