If your major differentiating factor is mainly branding, you are already a commodity. Customers will often use shitty looking products if there's something in it for them.
Not for a network effect business. A network effect business doesn’t need a strong advantage or even any advantage if the network is strong enough. Note that eBay has barely changed in 20 years yet is still the only place to go to get Hamburglar sunglasses or whatever.