From humble beginnings in a Montreal garage in 1950, Velan has grown into a global company that has become synonymous with the highest quality of valve technology. HTC’s familiarity with the brand stems from producing promotional advertising and an annual report for the company in the 1990s. Revisiting the company’s marketing initiatives, it is clear that their website is not effectively communicating Velan’s leadership position, undermining the company’s tremendous brand equity.