Secrets to successful branding and marketing may come across as a complex matrix. James Fairbank gives an insight into what makes Rapha a standout brand amongst the cycling community and industry. In essence, Fairbank does not necessarily outline anything groundbreaking; however, he reiterates key points that touch on the human emotion. Such points include valuing deep customer insight, make your work appreciated by outsiders other than your clientele, work to get people involved, and always implement personal touches to make your company personable. Watch the below talk by Fairbank at the recent PSFK event and find out more about their brand philosophy.