Don’t Judge Branding by its Numbers

Numbers can be deceptive. They sometimes tell a different story than branding. Big sales or poor sales are indicators of what works and what doesn't, but only in the current state of things. Numbers alone can't be used as proof for a relevant brand positioning.

If you learn Spanish and then go to Brazil, you won't be able to establish much connexion with people, because Brazilians speak Portuguese. It won't mean your Spanish isn't good, it will just mean your audience is not the right one.

Same goes with brand positioning. If sales aren't good, it doesn't necessarily mean the brand is irrelevant. It certainly means there is a bad branding/marketing fit.