Brand Focus

It is impossible for a brand to be all things to all people. Indeed, the more a brand tries to appeal to everyone, the more a brand loses what makes it distinct; in an effort to broaden its appeal, a brand becomes more and more general.

Breakthrough Marketing Plans by Tim Calkins, page 52

Raymond Brigleb

Creative Director, dreamer, partner, father, musician, photographer. Has been known to ride the rails. Pulls one heck of a shot.