What measures are you taking to get the most out of your brand?

Craig Galbraith, Editorial Director

May 8, 2018

1 Min Read
Brian Lischer of Ignyte at CP Expo 2018

Your brand is your company’s most valuable asset. Why do the world’s leading companies spend millions of dollars on branding every year? Because it pays off.

What measures are you taking to get the most out of your brand?

Brian Lischer, founder and CEO of Ignyte, during a keynote at the Channel Partners Conference & Expo, April 18, 2018, explained why branding is not the same as marketing, how it can be used to influence purchasing behavior — and how it impacts your company’s bottom line.

Watch his keynote below to see how attendees walked away with a better understanding of the science of branding, including how to establish radical differentiation, attract top talent and command a premium price. Then read our recap of his presentation here.

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About the Author(s)

Craig Galbraith

Editorial Director, Channel Futures

Craig Galbraith is the editorial director for Channel Futures, joining the team in 2008. Before that, he spent more than 11 years as an anchor, reporter and managing editor in television newsrooms in North Dakota and Washington state. Craig is a proud Husky, having graduated from the University of Washington. He makes his home in the Phoenix area.

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