Here’s a blank cheque. Now, go down to the car dealer and purchase your favourite coupe-SUV-hot hatch.
Is it a Porsche (mine would be)? BMW? Jaguar? Volvo? HSV? Honda? Whichever one you just bought a part of that reason had to do with how you feel about the brand, its status level, the feeling you are going to experience every time you slip in behind the wheel.
In other words…the brand made you do it. Which is why I recommend that your business has a proper brand strategy.