Generic to Luxury Building Product: How One Company Made the Leap

In this episode, Zach and Beth talk to Armen Alajian, partner at ARTO, about how building products brands can evolve, and why your brand’s biggest superpower may be hiding in plain sight. Companies spend too much time thinking about their product when what they really need to be focusing on is their brand. Here’s how one entrepreneur stumbled onto his brand’s hidden superpower.