Brands are coauthored experiences with a customer. It isn’t just what a company says it is, it’s what the customer perceives it to be.

Join me as I discuss the three elements that contribute to how a brand is perceived: vision, culture, and customer.

Leadership creates a vision that inspires employees whose behaviors—through direct interaction and marketing— translate your brand to your customers. These elements influence each other and collectively create a perception about the company. That perception is the brand.