As a mid-size enterprise we need to compete in an increasingly globalised marketplace. As the external factors are the same for all those competing, success is decidedly marked by the brand. It is therefore of great importance that we really understand the brand and actively live it and make you understand what the brand stands for. This vision is our ultimate target and our motivation. Our vision gives our employees, but also you and everybody that is associated with the brand something they can believe in and relate to.