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In this episode of The Intangible Brand, Jerry and Carl sit down with George Ghneim, a veterinarian, restaurateur, and distiller, to explore what brand and experience look like in businesses where emotions run high and the work is deeply human.

George shares lessons from veterinary medicine and hospitality, two fields where trust, empathy, and presence are not optional. We talk about how client experience is inseparable from employee experience, especially when teams are navigating stress, grief, or urgency. George also unpacks how he thinks about brand at a small-business level, from naming and visual identity to the signals leaders send through everyday decisions.

The conversation digs into how leaders can stay grounded in tense moments, why listening is often more powerful than reacting, and how support teams quietly shape the outcomes clients remember most. Throughout, George emphasizes care as a leadership discipline, not a soft value, and explains why the best brands are built through consistent human behavior rather than marketing alone.

This episode offers a grounded, practical perspective for leaders in professional services who want to build brands rooted in trust, empathy, and real-world service.

We cover:

• What veterinary medicine and hospitality teach us about experience
• Why employee experience and client experience cannot be separated
• Staying calm and empathetic in emotionally charged situations
• How listening builds trust more effectively than quick fixes
• Building brand through everyday leadership decisions
• The role of support teams in shaping client outcomes

Resources mentioned:

• Peace Is Every Step by Thich Nhat Hanh

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