Does “brand” equal “expensive”?

It’s easy to equate “brand” with “expensive”.

I just don’t think it’s helpful to automatically equate the two.

I get why we might, though. For decades, the beautiful print magazine ads that were an example of brand marketing were for expensive consumer goods.

While the clever, funny, memorable Superbowl ads were often for totally affordable consumer goods (beer and deodorant, for example), the media production and the ad buy themselves were very expensive.

Chris Do, in my view, has an impressive brand. His is not the best example of an indie consultant brand colosseum, but his business is a perfect challenge to the notion that brand == expensive.

The most expensive thing I can find a price for on https://thefutur.com/shop is $849. There are more expensive “call for pricing” and subscription offerings there, but I hope this proves the point that “brand” does not automatically equal “if you have to ask how much it costs, you can’t afford it”.

“Brand” can be inclusive of a wide range of price points.

In fact, maybe having built a great brand is not about price at all.

-P

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