Exploring Branding Fundamentals

This chapter delves into key branding concepts from 'The Brand Gap' and 'Zag,' emphasizing the importance of differentiation and foundational learning in effective branding strategies. The speakers discuss their personal experiences with writing, the role of storytelling in understanding branding dynamics, and introduce a new book that engages readers in a narrative approach to branding. Additionally, the chapter highlights the evolving role of branding education and the significance of positions like Chief Brand Officer in advancing careers in the field.