Branding and advertising used to be a fairly static game. You would come up with a slogan and marketing approach and air some ads on television and take out from ads in local papers. Since the 1990s, when the internet and access to information skyrocketed, companies have refocused their branding energies to more unique approaches which allowed them to target audiences and even create and purchase products in line with a certain vision and appeal, which allows them to expand profit avenues as well.
Level Brands (LEVB) begun as an ownership branding company