Price

• Price = what you pay.
• Value = what you get.

You lose money when the price you pay does not match the value you're getting. For example, when you're paying high interest on credit card debt or spending on stuff you hardly use.

Old rules of brand awareness:

1. Make something for everyone. 
2. Tell our story. 
3. Attract customers. 
4. Build brand awareness. 

The brands that succeed today have flipped things around. New rules of brand awareness: 

Many consumers who buy luxury goods are not in a financial position to afford luxury goods. They do not always act rationally and may spend thousands of dollars on a luxury brand that performs the same function as a similar durable item at a much lower cost.