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Most leaders are determined - and often desperate - to maximise the potential of their businesses. By developing their business and brand strategies concurrently - allowing them to inform each other - they develop the twin strands of their business's DNA. It then becomes possible to bring to the boardroom what we term Unfair Competitive Advantage.

Mark Varder is a civil engineer-turned-brand strategist. Joost Hulsbosch is an award-winning graphic designer.