"Brand isn't actually a thing. It's an association we make between things that we know and things that people don't know, which is usually our company," he says. "So if you think about a brand like a bouquet of flowers, right? Got these little flowers. These are my flowers. A bouquet of Flowers." He then goes on to talk about the other 55 minutes of his talk where he talks about more money-making strategies for brick and mortar gyms.

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