This unit explores the necessity to move your brand from traditional to transformational. At this higher level, your customers and clients experience your brand which positions you as a thought leader in your industry or area of expertise. Gain the humanistic approach to your brand from Gerry Lantz and his years as a Madison Avenue advertising executive. Gerry states, “A brand is a promise of an experience” and that’s what you will learn. Gerry shares strategy, tactics, and tips to help you move your brand to the experiential level and emerge as a thought leader. Both are crucial for success in today’s business environment for speakers, consultants, and knowledge brokers.