1 in 10 people suffer from a rare disease, and chances are we all know at least one.

We believe a brand is a mutually beneficial relationship built upon a singular promise between a manufacturer and its customers.

We believe a brand is a mutually beneficial relationship built upon a singular promise between a manufacturer and its customers.

We believe a brand is a mutually beneficial relationship built upon a singular promise between a manufacturer and its customers.

We believe a brand is a mutually beneficial relationship built upon a singular promise between a manufacturer and its customers.

We believe a brand is a mutually beneficial relationship built upon a singular promise between a manufacturer and its customers.

Regardless of category, marketers are convinced that sustainability has become one of the most important consumer-driven issues today.

When was the last time you seriously committed to get something done? Last month? Last week? This morning? Whether it’s training for a marathon, finishing a term paper or painting the back porch, there’s an Explorer Brand for that!

Let’s face it. Everyone wants to belong somewhere or to someone. Even the Unabomber wanted to be part of the social conversation. But belonging to anything we want isn’t easy. Or is it?

This post discusses Identity Brands, which build strong relationships by celebrating the user.

The next four posts in our Leadership Marketing Series will focus on one of each of the human needs we’ve previously discussed. Starting with the need to perform something specific, i.e., “get it done well,” we focus on Power Brands.