Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper. Susan explains why demographics and generic personas often fall short, and how attitudinal research helps firms sharpen their point of view, create more relevant thought leadership, and earn trust over...
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Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper. Susan explains why demographics and generic personas often fall short, and how attitudinal research helps firms sharpen their point of view, create more relevant thought leadership, and earn trust over...
Watch this episode on YouTube 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...
The Intangible Brand
Watch this episode on YouTube In this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper. Susan explains why demographics and generic personas often fall short, and how attitudinal research helps firms sharpen their point of view, create more relevant thought leadership, and earn trust over...
