Branding opportunities do not lie in the pursuit of existing markets. Branding opportunities lie in the creation of new markets. - Al Ries

If you want to build a successful brand, you have to understand divergence. You have to look for opportunities to create new categories by divergence of existing categories. And then you have to become the first brand in this emerging new category.

Traditional marketing is not focused on creating new categories. Traditional marketing is focused on creating new customers. Traditional marketing involves finding out what consumers want and then giving them what they want, better and cheaper than the competition.

Quality is a nice thing to have, but brands are not built by quality alone.