Did you know the relationship between a customer and an organization is like the one between friends? You trust your best friend with anything, but it takes time to build up that level of trust with someone new. Trust affects every aspect of a consumer's interaction - from how well people feel about themselves when using your product, wearing your clothes, eating your foods; because these interactions could be all anyone remembers about your brand later down the road.
It doesn’t matter how good your product is or how revolutionary the service you provide may be -- if no one knows about it, your brand will not survive. Differentiate yourself with product testing!