Most companies fail to reap the full rewards of branding because they fail to make the link to their core business. How are brand and business linked? Branding is still largely seen as a communications- or marketing activity, not as the business critical factor that it is. In this episode I share the most common views on branding insides companies, and why "strategic branding" is the the most sophisticated form of branding - the approach to building extraordinary brands and businesses.

0:00 Intro: Why I want to spread the idea of Extraordinary.

02:16 Start of "Why Brand Means Business".

02:56 The three different ways in which companies typically view and practice branding.

08:55 Making the link between brand and business

10:08 How a brand serves business

11:40 The only three ways you can grow a business

13:10 What business is really all about

13:59: The link

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