What's at the "core" of Apple? Computers? Or innovation? This week's episode explores what we call your brand's "Pivot Point," the central focus, the key attribute, around which all your goods and services revolve. Knowing your Pivot Point can empower your company brand and open the doors to new opportunities. Join us as we discuss the important difference between product based, and attribute based, brands - and why it's vital to your company's long term growth. Here are just a few brilliant insights you will glean... • Why product based names often spell doom • Why attribute based brands allow for growth • How timeless brand identities outlast fads • How knowing your Pivot Point can help you discover new revenue streams and grow your bottom line Having a deep understanding of your "Why," your reason for being, your central focus, will inform and illuminate all of your future business decisions. Tune in for this important and enlightening session!