Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based branding agency that crafts bold & memorable healthcare brands. They have specific expertise in healthcare technology, employee health & wellness programs, and hospitals & providers. Josh has 15 years experience building new brands from scratch, refreshing existing brands and building  strategies to bring those brands to life in the market. What you’ll learn about in this episode:

• The basics about brand drivers
• We’ll do a deep dive into three specific brand drivers
  • Personality
  • Benefit ladder
  • Brand filter
• 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 drivers for your organization

 Additional resources: 

• Josh Dougherty on LinkedIn
• Josh Dougherty’s speaking site
• Branding Fundamentals Part I (podcast episode)
• Branding Fundamentals: Personality (blog post)
• Branding Fundamentals: Benefit Ladder (blog post)
• Branding Fundamentals: Brand Filter (blog post)
• Branding Fundamentals eBook
• A Brave New’s Website