Beauty, design, love.

When it comes to products and services there's nothing more you can ask of a company than to truly love what they do and then share that love back with you.

You can spew out all the jargon in the world about value propositions, competitive advantages, and product differentiating you want, but nothing in the world can compete with good old fashion love for your craft.

Then what takes it over the top, is when love is coupled with design. I mean next to of a few long swigs of water on a sweltering afternoon...nothing is more satisfying. 

And then to make you just throw your hands up...and say "ok...wow", beauty sneaks into the picture. At that moment there's nothing else to do but to put a fork in it folks. It's a done deal.     

When I came across the video below of the custom, high end bicycle shop indyfab, in collaboration with bodega and baileyworks, the first three words that popped into my head: beauty, design and love. You can tell by the end product that these folks have a serious adoration for their wheels. Now for me...this is what a brand is all about.