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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