#70 Assessing Branding as Part of Competitive Advantage with Brynne and Pip

<p>Today we start a new series on branding, and especially how to consider the value of brands in assessing the broader corporation and its competitive advantages. &nbsp;We start with one idea that I want to highlight because I think it's not the standard idea of what a brand is to a corporation: it is that the brand resides in the buyers' mind. It is NOT owned by the corporation and DEFINITELY NOT controlled by the corporation. &nbsp;So with that, we’ll discuss five different elements of the brand and then some questions and live examples to help with assessment.</p> <p>Let's jump in.</p>