ONSTRATEGY – Business Driven Branding To buy or to sell a product in today’s market demands from consumers and suppliers the use of new and more sophisticated concepts, which affect management models, consumer trends and market behaviours – all within a framework of a new and ever-changing reality. In one hand, thanks to the access to technology and to the dynamics of the so called social web, we find a consumer better informed and far more capable of exercising his or her criticism and influence. On the other hand, the volatile character of innovations and tight margins in the markets are forcing companies to reshape themselves. As far as consumers are concerned, products and services that are competing in the market may seem very similar or even the same. But Brands are unique and that is why they are increasingly valuable assets. A strong Brand is essential for the survival and growth of a company. It is the path to avoid a lack of identity and to elude price wars. Therefore, marketing efforts aimed at promoting demand or aimed at increasing the Brand´s equity are intrinsically linked and should be integrated. Brand´s equity must be built in practice, on a day-by-day basis, delivering its core values on each and every touchpoint. ONstrategy´s core specialty is the Business Driven Branding, harvesting short term results while your Company Brand value increases.