American culture is driven by lifestyle consumerism. An individual attempts to define themselves and their place in the world by their lifestyle that is unique enough that they can hopefully stand out in the sea of faces. So as to have companionship and a means to making a living (that too being a component of their lifestyle that defines them), they seek out clothing, housing, automobiles, that will define them as a one-of-a-kind person with all of the desirable qualities that hopefully attracts others.
Just as individual persons struggle to be uniquely of value to others, businesses engage in branding efforts that require them to seek out custom imagery that is not used by others, in order to stand out from the crowd of similar businesses. The audience and the message. In the business world, this is known as branding. Our entire job as a commercial photography studio is to help our clients to do their jobs well and succeed by facing the storm of a competitive marketplace. Clients don’t want to take the chance that the visuals they purchase have been used elsewhere. They want a specific vision for their company, one that will speak their message and make them stand out above the crowd.