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...
All content for The Intangible Brand is the property of TOKY & Cline and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
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...
Ep 2 – Most Firms Don’t Know What Their Brand Actually Is | Jerry Gennaria
The Intangible Brand
29 minutes
5 months ago
Ep 2 – Most Firms Don’t Know What Their Brand Actually Is | Jerry Gennaria
What’s the difference between a logo and a brand? In this episode, The Intangible Brand co-host Jerry Gennaria, President of TOKY, unpacks nearly 30 years of helping firms uncover and articulate their true brand identity. Carl interviews Jerry about: Jerry’s path from aspiring artist and self-taught designer to brand strategist. (01:00)How brand evolved from visual identity to holistic experience. (05:00)Why “brand is people” across industries and firm types. (09:00)The experience gap: why br...
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...
