When properly executed, a public relations campaign can influence market demand and consumer loyalty. Creating a brand-specific campaign can influence how the consumer thinks and feels about the product and what they tell others about it. We call this the “narrative.” How can two products of similar quality and function be priced differently and experience different success? The answer usually lies in the narrative. It is much easier to set or reinforce the narrative than it is to change the narrative, which is why starting early and getting it right from the start is so important.