Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based agency that builds bold & memorable healthcare brands. Over the last 15 years, he’s worked with clients to develop unique brands and accelerate business growth using human-centered strategies and smart execution.

What you’ll learn about in this episode:

• The basics about brand drivers

• We’ll do a deep dive into four specific brand drivers

  • Essence

  • Promise

  • Core attributes

  • Brand positioning statement

• For each of these brand drivers Josh explores:

  • What the brand driver is

  • Why the brand driver is important

  • How it looks in a real-world example

  • How to get started creating the brand driver for your organization

Additional resources: 

• Josh Dougherty on LinkedIn

• Josh Dougherty’s speaking site

• A Brave New Blog: 

• Branding Fundamentals: essence and promise

• Branding Fundamentals: core attributes

• Branding Fundamentals: positioning statement

• A Brave New’s Website