[dcrimp]

If you have to advertise - shove your product in people's faces - to keep sales, your product is not supplying enough real value, does not have staying power, and you should lose.

"Just being a bit better or a little cheaper isn't necessarily going to win over a lot of people if they never bother trying it due to existing brand loyalties"

This is a feature, not a bug. Brand loyalties are built when products are reliable and good. Your product should be enough of an improvement to make people move of their own accord.

If your new product solves frustrations present in an incumbent, on a long enough timescale, your product will come out on top.

If both products are presented equally in a marketplace, the better one will win. If your company does not survive because you can't shove it in people's faces, this is a good thing.

[vel0city]

> If your new product solves frustrations present in an incumbent, on a long enough timescale, your product will come out on top.

I've got numerous examples where this didn't happen because of other brand awareness. Neato had a very competitive and better bot vacuum to iRobot for years and yet they failed to gain traction. A large part of that would be because everyone knew about iRobot's offerings and yet ask any random person if they've ever heard of Neato Botvac and you'll get crickets. You're imagining an ideal world where clear better performers always win. This doesn't often happen in practice.

[dcrimp]

How did everyone know about irobot's offering?

What if in the stores, botvacs and irobots were presented right next to each other with the same amount of real estate?