Conclusion: Final Takeaways

(EN: The concluding chapter is more succotash. I'll keep bullet points.)

• People embrace products for functional reasons, but brands because of emotional ones
• Having a well-designed product is not enough. It will not sell unless it is relevant. However, there is a minimum level of quality the market will accept.
• You must choose a market segment to be relevant. Fail to do so and your brand becomes diluted, your product generic, and your customers will be waiting to jump to a better alternative.
• First can be successful in selling a commodity only as long as its competitors are also selling a commodity
• A brand may remain relevant by changing to suit its market, or by finding another market to which it is more relevant
• Relevance is qualitative, not quantitative. It's often the reason a product that seems to be doing very well "by the numbers" will suddenly fail
• Relevance is about changing or maintaining behavior. Ultimately, nothing a business does matters unless it causes someone to want to buy, or keep buying, its products.
• Relevance is what the customer thinks of a brand, not what the brand wants the customer to think of it
• Listening to your customers to learn what they value is far more valuable than talking to them in an attempt to get them to value your brand