Creating an InCredible Product Brand This document discusses how to build an incredible product brand. It emphasizes having a holistic view of branding focused on values rather than just visuals. Key aspects include resonating with customer needs, focusing on other-centeredness, embracing uniqueness, and having focus by standing for something distinct. Maintaining integrity, quality, content, respect, and depth are also important for a credible brand. The document provides a case study of how a startup called eZuce evolved its brand in the communications technology industry dominated by large legacy players. It emphasizes the importance of developing thoughtful content, focusing messaging, demonstrating expertise, and having confidence in uniqueness.