Brand strategy is about clearing three hurdles: differentiation, relevance, and sustainability. A brand must be truly differentiated to stand out, relevant to meet consumer needs, and sustainable to be owned. The challenge lies in balancing differentiation and relevance, as Ferrari is highly differentiated but less relevant, while Kleenex is relevant but struggles with differentiation. Successful brands like Tesla and Starlink manage to clear all three hurdles by being both differentiated and relevant, with sustainable ownership. SpaceX's Starlink, for example, excels in all three aspects, making it a formidable brand in the technology space.