There are instances where a brand offers a great product or service that people do not associate the appropriate value to. This produces a disconnect based on what something is worth. It is costly because a brand that is not able to effectively communicate value, runs the risk of becoming extinct.

The definition of value is….

val·ue

The regard that something is held to deserve; the importance, worth, or usefulness of something.

Being undervalued is a hard barrier to overcome. But we are more likely to create value when we effectively communicate our importance, worth and usefulness.