I interviewed #GerardTannam, MD of Island Bridge, a branding agency with a difference. Gerard explains what branding is and isn't, how it affects your relationship with your current and future customers, and why getting it right can affect the uptake and trajectory of your idea or business.

Your brand describes the relationship you have with your customer or target audience. He gives several real world stories to explain how branding works, what you can do to develop a strong brand and change the behaviour of your customers, your partners, your suppliers and entire nations.

Gerard has used branding to cut road deaths in Ireland by nearly 60% over the past couple fo decades, he's helped grow hotel chain sales, improve customer retention, reduce waste and drive sales.

Please forgive my tinny sounding voice. I say comparatively little and Gerard is clear as a bell. He is well worth listening to.

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