The Innovative Rock Tools brand of business is really about how we run and expand our business by interacting and working with all the participants that are involved in our growth, such as stakeholders, global distribution partners and our end users. We believe the systematic and efficient approach to be truly unique and this is reﬂected in the consistently positive results we have achieved for our client base.
The prime characteristic of our 'brand of business' approach is our long- term perspective in our planning and implementation. The contrasting approach from our peers, that usually measure product/ opportunity lifecycles in months or a couple of years based primarily on seasonality, we adopt a ﬂexible bespoke approach, wherein we approach our brand lifecycle to thrive for the long term in line with the brand's ambitions, because of the way we manage the quality and built considerable trust within our customer base.
This enables us to be potential market leaders, in the way we approach the marketing and selling of our products, and it enables us not to excessively discount our brands for short- term results. We take the initiative to emotionally connect with our customers and that provides our foundation for brand loyalty, sustainable brand equity and higher proﬁtability.