Making It Matter.

You know that the key to a strong brand is occupying a position that no one else has.  But there’s another consideration that’s just as important: that position has to matter to your customers.  For a luxury car buyer, low price probably isn’t their first priority.  You may possess a wealth of expertise, but if you only offer it at times that are inconvenient for customers, it loses its value as a brand identifier.  For a brand to be robust, your position has to be clear, unique and relevant to buyers.  Does yours pass that test today?