How much influence do customers have on a brand? I spent some time in an interesting discussion on branding recently that came from an article about branding.  It was an article about a recent talk that Bert Jacobs CEO of Life Is Good gave at an Inc. 5000 conference.

Bert had an specific opinion about branding that centered around your customers' role in the branding process:

“You can’t build your brand. Your customers are the only ones who can.”

That's a pretty strong statement that isn't devoid of truth.

This week's podcast is about where true branding starts in an organization.  I discuss what's right about the above quote and what's wrong with it.  You will get some next steps to think about as you build your brand.  Enjoy.