It is who you are. It is your reputation. It is what you can charge. It is your perceived value, integrity, safety record, and more...
Your first impression, is the only one you get - we know that - this is why it is so important to get it right.
Consumers are SMART today. They know what they want.
They know when a brand is just faking equity or is based on serious visionary core values with an image that paralles that vision.