The article emphasizes the challenges of launching a new consumer brand at average or low prices, arguing that it's unfeasible for cash-strapped entrepreneurs. It advises designing a brand that commands a premium price—50 to 200 percent above the market leader—to ensure financial sustainability. The piece discusses how modern branding is about delivering value and achieving popular consumer outcomes, encouraging new brands to focus on clever design and a unique consumer proposition rather than competing on price. It suggests that quality, effective branding can lead to lasting success.
Unless you are Mark Cuban rich, you do not want to launch a new consumer brand at or below average prices in your category.
If you do the math correctly, selling consumer products for $2.49 each is a fool's errand as a cash-strapped entrepreneur.
Design a brand that commands a healthy unit price premium in your category. Fifty to 200 percent above the market leader's price is a good rule of thumb.
Being modern is about convincing consumers that your specific product design is the best, new way to achieve a particular outcome in real life.
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