Branding strategist Alder Crocker (Senior VP - www.sfamarketing.com) is critical of companies that don't recognize the disconnect between what they think their brand is and how their target audience actually perceives it. Alder is passionate about eliminating basic branding errors and "calibrating" a brand so that it defines a company's all-important value proposition. Alder believes the only brands that will achieve long term success and leadership in the marketplace are those that get "it".