Over the last 30 years or so, the idea of what a brand is has evolved. Historically achieved through major and even minor changes to product or service features and functions, which took years to develop, today your company’s perceived values, personality and effective marketing communications can shift market perceptions at the speed of social media and other digital marketing. Rebalancing and in fact leveling the playing field. Truly, a well-told and carefully crafted company and product story establishes a strong bond with customers, prospects, as well as key opinion leaders and other influencers – supporting sustainable preference, loyalty and often premium pricing and profitability earlier, and longer into the future.