When a consumer market is new, distribution wins.
When you are a startup introducing a new product to the market, a well thought-out distribution channel is critical.
You want to make it easy for your early adopters to access your product.
Don’t just invest in your product, also invest in your distribute channel.
How will customers access my products, is this the best channel for them, it is affordable and convenient for them?
As consumer become educated, product wins.
When you early adopters access and start using your product, they will give you feedback that is useful to improving your product.
When products reach parity, brand wins.
Once you have a product-market fit, work on building customer service and care. This will help you build your brand.
Branding is not what you say it is, it is what customers say it is long after you have left the room.
What customers say long after you left the room is based on their experience of the product.
Product >>> Distribution >>> Product-Market Fit >>> Branding.