Every person and every business has a unique personality. Families with a large number of children often comment on how each child has a unique disposition. Businesses are the same. A review of any industry segment provides hypersensitive cases where not only do these entities have unique personalities, but also strategies to actively separate each competitor from the others so customers recognize the best in the field. It's all done in the name of brand recognition.

Leo Burnett, a marketing pioneer, once commented on successful marketing strategies for companies with these insights: “Make it simple. Make it memorable. Make it inviting to look at.” As businesses strive to innovate and bring new products to hungry customers, the difference between successful launches and failures is likely tucked away somewhere between simple and inviting. Thus, the primal purpose of any marketing team evolves as the company works to brand products that will hopefully bond with customer interests.