The bearings market is an unlikely setting for branding tactics usually applied to consumer products. But INA FAG wants to send a message about quality. Mention brand values to many engineers and the shutters will immediately go down. There's someone in the marketing department to take care of that — our job is to make things work. True, up to a point. But product designers argue that creating a strong brand is an integral part of building a successful product. That without one, there's a danger that all the good work done at a technical development level will go unrecognised by the end-user and fail commercially.
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