It’s interesting that Small Precious Projects might not be small at all. However large the project, product, or enterprise, the best of the best is made up of small excellent parts. Devotion to detail. The better these details, the higher-end the product, the more prestigious the business. One will usually find, too, that the business itself is run as a gathering of small precious efforts. The supply chain of these components, which include small moments of excellence on the part of sales personnel, advertising, design of publicity in its many forms — all this is of course the branding at a luxury level. Today the concept of branding is overused — and my impression is 90% of the branding we see is rather bad, but that is not the work we do. We look at high-end horizons, we look at the promise in every small detail. And help companies deliver there.

Originally published at Howard Stein.