In a competitive business like the local taco shop, here's how it's supposed to work:
Keep the place clean
Hire friendly staff
Make better tacos
Offer a fun, connected, even memorable experience
What often happens instead is that you coin some clever trademarks, worry about coupons, cut corners on ingredients and expand as fast as you can. What happens is that you build a moat around your business, get defensive about the status quo and race to the bottom. You're generic now, and you fight the battles that being generic forces you to fight.
And it's not just a business that makes tacos. It's monopolistic internet access, freelance graphic design and everything in between.
When in doubt, make better tacos.