#6. How to use ‘brand equity’ to fatten profits & extract a higher sale price for your business upon exit

Season 1: ‘The Branding Series’ / Episode # 6

Brand equity Is the key higher margins now, & bigger price when you sell the business later. Branding Experts And Top Entrepreneurs Reveal how to grow brand equity, why its such a driver of wealth.

Guest Bios:

Neil Luo (https://www.linkedin.com/in/neil-luo/)is the Global Head of Growth at Airwallex (https://www.airwallex.com ), a $1 BILLION fintech start up.

Fred Schebesta (https://www.linkedin.com/in/fredschebesta/)is co-founder of $250 million comparison site Finder (Finder.com.au) He is listed #22 on AFR’s young rich list.

Andre Eikmeier (https://twitter.com/andre_eikmeier) is cofounder of $100 million online wine retailer, Vinomofo (https://vinomofo.com.au) Also founder of The Good Empire and Year of the Planet.

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

What to listen out for:

0.39 Jeff Bezos quote on brands

1.23 Walter Landor quote on branding

2.53 Is Jeff Bezos & Amazon the ‘Sith Lord’ of modern day commerce

5.41 Technical explanation of what brand equity is

8.19 Why brand equity is important and the opportunities it creates

12.47 Fred Schebesta from Finder.com.au on how they grew brand equity

18.25 Technical explanation of how a business can grow brand equity

21.36 Andre Eikmeier on how Vinomofo grew their brand equity

26.07 NERD SUPERPOWER regular segment Andre Eikmeier

27.43 FEATURE STORY: interview with Neil Luo of Airwallex

38.05 NERD UNDER PRESSURE regular segment with Fred Schebesta of Finder

Resources & links:

1.Jeff Bezos quote on brand marketing https://www.forbes.com/sites/williamarruda/2016/09/06/the-most-damaging-myth-about-branding/#7f44412e5c4f

2.Amazon overtakes Apple to become worlds biggest brand valued at $315 billion https://www.business-standard.com/article/pti-stories/amazon-dethrones-google-as-top-global-brand-survey-119061100304_1.html

3.Walter Landor the brand designer https://en.wikipedia.org/wiki/Walter_Landor

4.’The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google’ by Scott Galloway https://books.google.com.au/books/about/The_Four.html


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