The name Pure Moxie described our passion and that passion will continue to be a part of our Brand Essence. However, it is time to elevate our performance from good to great to mastering our craft. We are Kraft Branding. Moving from great to mastery Our primary core value is that “We Master Our Craft.” Many assume that doing a great job is enough. It is not. Well done is not mastery of craft. Mastery of craft is something different from plain old great work or liberally applied elbow grease. Most of us can achieve great work if we’re willing to invest the time. Sometimes great work happens by accident or through many repetitions. Sometimes it happens through collaboration or through great planning. Being a master of one’s craft is something else entirely. Being a master of a craft has less to do with just the end product and more to do with the strategic and creative process that delivers results. For us, a master of their craft: • makes the work look effortless to an onlooker, • responds to problems and blockers and still achieves the desired end state, • speaks clearly to the outcomes before the project starts but always adapts to fit the true need of the work, • has developed unique tools and processes to improve work efficiency, • is well accustomed to everyday patterns and routines - an apprentice may find it tedious or boring, but a master sees routine as the patient process that produces great work. But most of all, we think that a master of a craft is known for their customers. You don’t go to the master when you want something predictable or that you can buy off the shelf. You go to a master when you want predictable results on an unpredictable task, when you want something that is unique but that has the same qualities as something that has been made a thousand times before.