The Brands

"Never tell anyone outside the family what you are thinking."

-The Godfather

Brand Equity is hard-earned and easily lost. The overarching goal is to build brand equity for each and every brand because we believe building brands is a way to secure our long-term goal of being sustainable and profitable, all while creating products that fill a need and do good. However, building brand equity diversifies our risk as an organization, and we should think about our brands and our structure as a potential playbook that we only share with our team. This helps us maintain our competitive advantage. We should leverage our size when it helps us negotiating with vendors or outside partners, but when it is our best interest to be small, we should be small. Let's keep it in the family. 

With that said, Rareform is our brand with the greatest brand equity and the one that we should be most hypersensitive in how we engage. Rareform is the at the core of all our brands and how we explain everything. 

Rareform and Billboard Vinyls

BV's ownership should not be communicated to the Rareform customer and vice-versa as there isn't value that this is given in doing so. With that said, it is aligned in how we divert our Rareform trash and waste from the landfills. Very few people should need a personal BV email.

Check out the following excerpts from our Onboarding Projcet to get a quick overview on the brands. 

Rareform 

Rareform Product and Tier Guides

BillboardVinyls