Follow this link to read the full article.
http://magazine.theceo.in/robotic-technology-2018/#p=52
Excerpt
We want IMSS to be a brand which people can relate to, want to befriend its personality and feel more loyal to the company. We can describe this as a journey to finding our true brand personality. We are not inventing or creating the personality, but focusing on the existing inherent one and building this up so that people can see the brand under a clearer light.
