Tell me about your vision.
My vision of what I'm trying to accomplish?
Yeah, your vision.
So I'm an author.
I have a day job and I have this job
that I'm writing books about branding.
In my day job, I'm the vice president of communications
for a Fortune 500 company here in Canada.
So it's a busy job.
I've written one book so far
and I'm ready to publish a second book on branding.
I am passionate about what a brand is
and how do you get a brand?
I think there's lots of misunderstanding
of what branding is today.
There is people keep talking about
everyone has to be a brand.
I'm not convinced that everybody has to be a brand.
The brand is something that is very unique
and somewhat complicated.
So I don't know if we all have to be a brand.
It's kind of like talking to a box of cereal.
And I don't think we all have to be a box of cereal.