In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service that typically arise in the minds of people. These people include employees of the brand owner, people involved with the distribution, sale or supply of the product or service, as well as ultimate consumers.

CDI has assisted companies and organizations in creating and modifying their brand(s) through focus group monitoring, brand creation and brand implementation. Recent clients include the Owen Graduate School of Management at Vanderbilt University, Healthways, Smith Seckman Reid, and Tennessee Farmers Insurance Companies. Ultimately, a Brand Handbook or Guideline is created in which brand identity, market positioning, personality, profile and the creative system are introduced and explored in detail – resulting in a tool that an employee or vendor can use to implement the brand.