Why would you spend millions of dollars building a plant to manufacture goods your distant cousin in China and Indonesia can make for far cheaper? Eventually you have to ask what is your key differentiating factor.
Increasingly, a brand is what will differentiate you from your competitors. If you accept this fact, then you need to put more focus on it. To focus on something means to give it your undivided attention. Put your best sweat, blood and flesh into it. Oh yes, money too. The companies that became the saints in branding focused on it.
Do you suffer from marketing myopia?