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?
