…then why does 1800Flowers have what they call an “expert designer collection”?
And, as you would expect, these flowers are priced at quite the premium.
So what do we have: A commodity wraps wraps an expert designer around itself, thus offering premium value at a premium price. This is “branding” in the truest sense of the word. “Branding” is not manufacturing perceptions where none deserve to exist. It’s not the manipulation of opinions based on a skillful tap-dance.
“Branding” is adding the equivalent of “expert designers” to your radio station.
Where are your “expert designers”?