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The Importance of Meaning and Authenticity


IRVINE, Calif. (May 19, 2014) – BrandingBusiness, a leading B2B brand strategy and development firm with offices in California and New York, has premiered a new installment of its “Expert Opinion” interview show.  The new show features August Turak, author of Business Secrets of the Trappist Monks: One CEO’s Quest for Meaning and Authenticity, sharing time-tested business practices.

“August Turak has enjoyed a very unique relationship with the monks of Mepkin Abbey, a Trappist monastery in South Carolina, where he intimately observes the business principles that have enabled them to be successful for hundreds of years,” said “Expert Opinion” interviewer and BrandingBusiness co-founder, Ray Baird.  “August explains the keys to living out your brand everyday, the importance of quality, trust and consistency to a brand, and why companies must aim for something bigger than their business to be successful in today’s economic environment.”

Turak is a successful entrepreneur, corporate executive and award-winning author who attributes much of his success to living and working alongside the Trappist monks of Mepkin Abbey since 1996.  As a frequent monastic guest, he learned firsthand from the monks as they grew an incredibly successful portfolio of businesses.  He shares those secrets in his first book:  Business Secrets of the Trappist Monks:  One CEO’s Quest for Meaning and Authenticity.

Service and selflessness is at the heart of the 1,500-year-old monastic tradition’s remarkable business success.  It is an ancient though immensely relevant economic model that preserves what is positive and productive about capitalism while transcending its ethical limitations and internal contradictions.  Combining vivid case studies from his thirty-year business career with intimate portraits of the monks at work, Turak shows how Trappist principles can be successfully applied to a variety of secular business settings and to our personal lives as well.  He demonstrates that monks and people like Warren Buffett alike are wildly successful not despite their high principles, but because of them.  Turak also introduces other “transformational organizations” that share the crucial monastic business strategies that are so critical for success.

BrandingBusiness “Expert Opinion” interviews are part of the firm’s online community, www.BrandingBusiness.com, dedicated to B2B brand strategy, brand development and brand engagement.  It is an open online forum, for branding professionals, their clients and interested prospects.  Along with sharing the longtime experience-driven expertise of BrandingBusiness with an unmatched portfolio in the BtoB world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool.  BrandingBusiness includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

“Expert Opinion” interviews feature the four BrandingBusiness co-founders, Baird, Alan Brew, Michael Dula and Ryan Rieches, as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding, brand development and branding strategies.  From BP’s five minutes of shame, to healthcare business branding strategies, to analyzing the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment.


About BrandingBusiness

BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands.  The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy.  It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face.  Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies.  BrandingBusiness has offices in Irvine, Calif., and New York City.