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Ep 2 – Most Firms Don’t Know What Their Brand Actually Is | Jerry Gennaria
Manage episode 498477967 series 3681836
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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.
In this Episode
- 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 branding is often misjudged internally. (12:00)
- What brands like Disney teach us about expectation and friction. (15:00)
- Why defining your “why” is harder (and more personal) than it seems. (19:30)
- The value of outside perspective when uncovering brand truth. (22:00)
- Why this podcast exists as both platform and learning tool. (25:00)
- What Jerry believes most firms still miss: true differentiation. (28:30)
- Aligning values, behaviors, and experience to build lasting brand. (31:00)
Guest
Jerry Gennaria is President of TOKY, a brand consultancy for professional service firms. His work focuses on aligning internal culture with external brand perception to create trust and clarity.
Resources
TOKY
Connect With Us
Follow the Hosts: Jerry Genneria & Carl Winstead
Get In Touch: [email protected]
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