The document discusses how brands and design can act as catalysts for growth and competitive advantage for MSMEs. It notes that incremental improvements are no longer differentiators and competition is increasing. It then advocates that design intervention, especially at the inception stage, can help companies break from the "red ocean" of competition and create "blue oceans" of uncontested market space through disruptive design. Specifically, it recommends focusing on understanding implicit customer needs through design research and using design to create a strong brand identity that builds loyal customer connections at every touchpoint experience.