BRAND ALIGNMENT 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. (01:00:37 - 01:00:53) Make sure that you're congruent with what your brand message is, and then all steps of your process. Not just the delivery of it, but also in the beginning. Eric West