It is not sustainable or practical for a new, small-scale business to attempt to compete with established brands on price.

“we just can't we can't compete against the budget Brands we're we we're not trying to compete against the budget Brands but probably the way I phrased it in the video was like reasonably affordable”

A successful brand strategy relies on identifying points of differentiation and then effectively signaling that quality to the market to earn an irrational return on investment.

“It's fun to think about across the clock. What could you potentially go crazy with and make an over investment and a rational investment in that would signal quality where you would get kind of an irrational ROI.”