Our Founder, Sean V. Bradley read Seth Godin’s Best Seller early in his career and was blown away by the simple but profound strategy of the book… In a 1,000 acre field filled with Cows you can’t and won’t stand out if you are a Black and White cow like all of the other cows. However, if you were a “Purple Cow” you would definitely stand out and be different from all of the other cows. So, he has been wearing ONLY the “Orange Tie” for 13 years straight. The entire company is always in Black suits, White Shirts and ORANGE TIES. And it evolved from just the Orange Tie to EVERYTHING “Orange”! To the point that our corporate building is even Orange! Dealer Synergy is co-branded with the Color of Orange. Orange has now become a symbol of excellence.