(Talk I gave at the Brand Summit 2013 in San Francisco)
In today's world of digital infrastructure and empowered customers, becoming a true brand is even more key for sustainable growth and gaining market share as a company. In my past working for multiple clients and industries I have seen many organizations fail by trying to imitate a successful brand and what they thought was their success pattern. Your company is greater than the sum of its products. Don't be just another company - be a brand with purpose and stay relevant. I will talk about my current role at Specialized Bicycles, and our home in the Silicon Valley which means far more than a geo location - it's a spirit and mindset: Founded in 1974 by riders for riders, Specialized is one of the most innovative cycling companies in the world.
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