Product
The origin of every brand is the good or service its selling.
"In this world of agile product development, genuine differences in products can now be eroded faster than ever" — The stupidity of sameness and the value of difference
"Product usage dominates advertising influence of beliefs, attitudes, and behaviors... Advertising is superior to product usage in communicating quality for credence goods; product experience dominates advertising for search and low-experience goods (attributes)" — How Advertising Works