Brands are a bond that create a good relationship between a company and its employees, producers, customers and prospective customers. The 3 components of a brand are personality, presence and performance. As I said earlier, the marketplace is changing, competition is changing, and customers are changing. We're going to become more customer-centric and refocus our attention on the customer. Presence is the visual expression of our brand.
Performance is the experience customers have with our brand.
Performance means service, price and delivery. When asked how they feel about our business, customers said they are afraid and uncertain in their relationships. It doesn't give customers a reason to choose our products and services. We asked consumers to describe a company that could differentiate itself and this is what they told us. Our brand vision is to partner with customers to develop lifetime relationships.