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Operationalizing Your Brand

Ray Baird

Expressing what your brand does, promoting your brand and marketing your products or service is one thing, but operationalizing your brand is really about delivering on what you say, living out your brand promise. In this episode of Branding Business, Ray Baird, Founder at RiechesBaird, talks with Denise Lee Yohn -- branding consultant to such brands as Sony, Frito-Lay and New Balance — about how companies can operationalize their brands to grow their business. In her book coming out this January, What Great Brands Do, Denise explores the 7 brand-building principles behind operationalizing your brand.

Topics and principles explored in this show include: