Branding is not about invention, it’s about ownership.
You can invent the greatest consumer product in the world. It can solve an important problem, look beautiful, and work flawlessly. And it can tank miserably, or even be mowed down by an inferior competitor who succeeds in owning the market.
Think about it: does McDonald’s make the tastiest burgers, Budweiser the best beer or IKEA the nicest furniture?
It’s laughable, yet each of them massively outsells everyone else in their respective industries. What they do have is very powerful brands.