Branding is key and needs to reflect customer expectations and needs.
Marketing has taught us that one size does not fit all and that over time people tend to be selective about which companies they do business with. Many digital companies tend to operate as a single brand with a single emotional connection. If anything, the engineering DNA of the internet makes many of those companies design around the rational part of the decision making process. Our system is designed to allow us to easily publish different brands to aim at different types of customers with different emotional triggers. One product might suit different customer types, but the way we connect them can vary.