At the intersection of Product, Marketing, Design & Communication, a Brand is The mission of creating a brand is to enable a company to be both flexible & defensible. Everything that contributes to rational decision making can be replicated – features, price, sector knowledge, technology. A strong brand creates a strong bond. Strong Brands jump into different markets/sectors, expand beyond “what” is done today while remaining true to “why” it is done. Strong Brands retain customers when competitors undercut, copy & compete.

At the intersection of Product, Marketing, Design & Communication, a Brand is The mission of creating a brand is to enable a company to be both flexible & defensible. Everything that contributes to rational decision making can be replicated – features, price, sector knowledge, technology. A strong brand creates a strong bond. Strong Brands jump into different markets/sectors, expand beyond “what” is done today while remaining true to “why” it is done. Strong Brands retain customers when competitors undercut, copy & compete.