The Essence of Your Brand – Verne Harnish, Founder of EO

On this segment of Advice From the Pros, Verne Harnish, founder of EO and best-selling author of “Scaling Up” discusses how to enhance the essence of your brand.

VIDEO TRANSCRIPTION:

I’m Verne Harnish, author of “Scaling Up” and “Rockefeller Habits 2.0“. For me, the essence of a brand, which we all need to establish if we want to get efficiency in marketing and pricing power is figuring out ultimately what word or two we can own in enough minds of customers to scale up the business. There, in Atlanta, I searched “best Italian restaurant,” and La Tavola owns that. What word or two are you going to own? Then own those words on Google.


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