As the dental laboratory market trends toward greater levels of commoditization, how do you stand out, how do you get heard, how do you differentiate yourselves in a marketplace that is being bombarded with boundless choices and marketing messages? The good news is there is an answer, and it’s one word: brand. Sasha Der Avanessian takes you on a journey away from the "race to the bottom" and the fear that it commands and leads you towards an understanding of true differentiation, brand loyalty and the hope of creating a value proposition that your dentist can’t afford to lose.