Trade mark is nowadays a priviledged way to emotionally and intellectually touch customers. More than ever, the company has to incarnate a strong personality to advantageously position itself in its market. It has to represent and communicate values and distinctive principles to assure an emotionnal connector between itself and its customers. Jean-Maxime Brais, Art Director freelance graphic designer for over 12 years has been serving graphic design, advertising and digital communications agencies as well as entrepreneurs. He takes part in the conversation between brands and their worldwide customers from strategic positioning in local markets to developing strategies for global communication.