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In this episode of The Intangible Brand, Jerry and Carl talk with Brandon Coleman Jr., a brand strategist, speaker, and author who has spent five decades helping organizations understand what brand really is and how culture shapes it.

Brandon shares the stories and lessons that shaped his philosophy, from early mentors who challenged him to define value, to the rebrand of his own family firm, to his favorite example of culture-powered consistency at Buc-ee’s. His message is simple but hard-hitting: brands are built by people, trained through culture, and proven through experience.

In this Episode

• What “Brand On” means and why few organizations achieve it
 • How culture, training, and consistency shape real brand experience
 • Brandon’s early lessons in sales, confidence, and telling the truth
 • The rebrand of his family firm and what it taught him about identity
 • Why Buc-ee’s is a masterclass in operational culture
 • How employees become brand evangelists
 • Why big companies struggle with culture and where it breaks down

Guest

Brandon Coleman Jr. is a brand strategist, speaker, and author who has led thousands of brand alignment engagements across industries for more than 50 years. Known for his storytelling and straight talk, he teaches leaders how to build cultures that deliver on the brand every day.

Resources

• The Paradox of Success

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