Here’s a true story about two pizzerias that illustrates the importance of marketing, and how the way customers perceive a business influences how much money they spend with that business.

My friend told me about a new pizza shop that opened near his home. When he visited it for the first time, he knew the business would fail. Why? Because the pizzeria’s branding sent a message that it was an inferior business and not a good place to dine. Sure enough, the pizzeria failed.

Afterwards, a new pizzeria opened in the same premises. This time, my friend was convinced it would succeed. Why? Because its branding sent a positive message to customers.

Interestingly, my friend had no idea which pizzeria served the better pizza. But he knew which pizzeria he most wanted to visit.