Carefully read the following excerpt from an article on marketing and branding:
Without a robust core idea on which to build, even the most creative and well-targeted advertising won’t boost a brand’s value. Good marketing plays a major role in motivating sales and consumer love by expressing what a brand stands for. But it can have a powerful multiplier effect if the core idea around the brand, i.e. its proposition, is strong, genuine and meaningful to the target audience. Advertising alone struggles to deliver value if the brand proposition is not clear and meaningful. A strong proposition, however, stands pretty well on its own. In a study, the value of the brands that focused on this rose 76% over the 10 years, even where they didn’t have excellent advertising. Good performance no longer helps a brand command a premium or keep customers returning. When people need a clear reason to choose one product or service over the next, being different becomes more important. A point of difference can be found in product functionality, but also in the brand experience and communications. Even the best communication is, by itself, often insufficient.
Which statement is true based on the text above?