Identity vs tactics

A few months back, I saw an ad in which a local brand from my hometown stated that, quote, "a good discount is part of a good service".

With all due respect to the owners, I can't possibly agree with this, for two main reasons:

  • First of all, if your biggest argument is a discount, what happens when someone shows up with a cheaper option?
  • Second, if your brand is actually about some discount, that means discounts at some point will become your standard price. What next?

Who you are and what you do are profoundly interdependent, but never confuse your identity with a marketing tactic.