This installment of The Axis Effect features Orit, CEO and Founder of The O Group. Since its founding in 1986, The O Group has stood at the top of the branding industry for 37 years, working with many clients, including Ritz Carlton Residences, Acqualina Resort & Spa, and The Pierre Hotel. Continuously reinventing themselves and their focus to fit the times, The O Group currently operates its focus and image as a consultant group for luxury lifestyle brands. Orit understands this industry better than most, going as far as removing her last name in the public space to make her character stand out and stay memorable to the whole industry, especially potential clients.  Orit discusses the importance of leaders standing behind their brand, knowing their audience, the unforgiving nature of mistakes in front of the public eye, and some of the most crucial mistakes made by leaders of startups looking to break into the luxury lifestyle industry. To learn more, tune in to “Brand Inspiration.”