This morning on my run (a great way to clear the cobwebs) I was mulling over a brand positioning issue that we seemed to be stuck on… until I realized what was needed was to bring the thinking back to first principles…

There is only room for one lowest-price provider in any one segment. Which means that unless you are positioned as that player, your brand is your lifeblood.

Your brand matters so much that if you don’t nurture it, develop it, (and yes damn it, even love it!) you might as well close the door. Because brand is one of the key differentiators that allows you to charge a premium for your products or services.

So unless you have the lowest costs of design, production, sales and distribution you need a healthy, vibrant brand. Without it you are back to price (and then you are probably only marking time).