Powerful brands are relevant, above all, and relevant brands outperform. Relevant brands are more personal, more intelligent, more effective at connecting with people in a fundamentally powerful way. This is every bit as true for a specialized manufacturing company as it is for a retail bank or professional services firm. Being relevant over time requires intense focus, an ear to the ground and a willingness to not just engage with your customers and prospects but an almost obsessive willingness to listen.

Developing a powerful brand drives growth and can transform entire organizations.

A brand, clearly articulated and designed, can galvanize people, both employees and customers, around a common purpose, but that only happens when the message from the company aligns seamlessly with the needs and the experiences of the customer.