The Ultimate Brand 

The ultimate brand is one that takes into account every aspect of the organization.

We define a brand as:

“A complex cluster of value satisfactions.”

As you will see in the explanation of this definition that follows, we choose this definition because we believe that it forces us to confront both the macro view of a brand and the micro details that it takes to create the ultimate brand.

Once a client embraces the totality that the “ultimate brand” encompasses—it causes our client to fully integrate their marketing and communication activities to ensure that every constituent becomes part of expanding and building the brand.