The Big Mac is the most popular hamburger in the world in terms of sales – but when people do a blind taste test and compare it with rival burgers, the Big Mac gets the lowest points for taste. 

Coke outsells Pepsi and also costs more – but when people do a blind taste test, they prefer Pepsi to Coke. 

So how is it possible for the inferior product to beat the superior product? 

The answer is marketing. 

Marketing makes consumers believe the inferior product is actually superior. Perception is reality.

So if you want to positively influence your customers’ perceptions, you need to do marketing.