The world of brand creation is a delicate mix of art and science. Steve Jobs doesn't do focus groups for market research because he believes consumers don't know what they will want or can have in the future. At Ardis we have adopted a similar credo; we are the leaders in an ever competitive, challenging environment.
![[ThePinkPatch Website]](images/pic-pinkpatch.png)
Everything becomes a commodity but the story. We strive to create brands and products that transcend the commoditization of the marketplace.
Most of the products that we have marketed successfully through our Internet channels started with an idea, with the understanding that there will be consumer demand… but we needed to define a brand and tell a compelling story.
We have embraced a very open format of daily communications, discussions and debates to craft what the story will be and how we will touch and impact the consumer.
