Methodology The company name describes the methodology best — the connection between process ("Gear") and brand ("Mark"). The way a company interacts with its clients, what it sells, how it sells it, and its target audience all are part of the brand. The logo, or the visual representation of the brand values, should have a consistent feel with the behavior of the organization. Read the first chapter draft to get a better understanding of what the methodology is and how brand is integral to defining a company and it's operations. Any and all feedback is welcome. Also, read the Gearmark brand and strategy blog to learn more.