During the process, we asked the big, burning questions: Who are your customers? What are you offering them? Who are your competitors? What makes you different? These basic questions are fundamental to any business, but were especially important to Atla. so it could develop mutually-rewarding relationships with its audience. Interestingly for us, the brand is chasing the 2018 consumer: an individual who seeks more than just a transaction of goods/services from brands. Conscious and awake, these individuals connect only with businesses that emulate and reflect their own values, principles and personality.