I was reading a great blog post last week about the pure passion for its work being expressed by this small micro-brew company. The founders’ reflect a genuine love for what they do and this has impact on consumers, it’s inspiring. To find something that you love and to be able to do it day in and day out is truly a gift. This unique situation when expressed honestly has tremendous appeal. You want to be a part of it. This level of passion is what drives our team at EXIT to help companies escape the massive clutter and build brands that are meaningful. To take what inspires our clients and then to turn it into a differentiating brand essence, is what we love to do. We are working with a new client this week on the birthing of a brand positioning. Putting the question Why Does It Matter? in front of them and embracing the meaningful reason their company is different. It’s exciting, scary and fun all at the same time. And it’s what we love!