Most leaders are determined - and often desperate - to maximise the potential of their businesses. By developing their business and brand strategies concurrently - allowing them to inform each other - they develop the twin strands of their business's DNA. It then becomes possible to bring to the boardroom what we term Unfair Competitive Advantage.
Mark Varder is a civil engineer-turned-brand strategist. Joost Hulsbosch is an award-winning graphic designer.
