Create a brand identity and marketing material that clearly communicates what Celliant’s BrandX does and the benefits it provides! It needs to be able to appeal and speak to both business clients as well as end consumers, similar to the way a Gore-Tex is positioned in its market. As an ingredient brand BrandX does not sell products to end consumers but a technology that provides plenty of benefits and reasons for end consumers to buy products using BrandX infrared reflecting garments, like The North Face for example.