When the market falters, weak brands have to cut prices to stay in the game.
When this happens, they commoditize their offerings, starting a a downward pricing spiral. You've seen it before. Perfectly respectable brands start competing to see who can be the least expensive. It's a losing game because there's always somebody willing to go even cheaper.
Brands with strong brand positioning are able to forestall cutting their prices. Their customers are emotionally invested in them, and are willing to continue paying a premium even though the competition is conducting a fire sale. In a downturn, strong brands cut last and cut least.
Rely on Boardwalk's branding services to keep your customers happy to pay for your unique, differentiating brand promise.