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Tell me about your vision.

2
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My vision of what I'm trying to accomplish?

3
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Yeah, your vision.

4
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So I'm an author.

5
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I have a day job and I have this job

6
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that I'm writing books about branding.

7
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In my day job, I'm the vice president of communications

8
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for a Fortune 500 company here in Canada.

9
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So it's a busy job.

10
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I've written one book so far

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and I'm ready to publish a second book on branding.

12
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I am passionate about what a brand is

13
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and how do you get a brand?

14
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I think there's lots of misunderstanding

15
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of what branding is today.

16
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There is people keep talking about

17
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everyone has to be a brand.

18
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I'm not convinced that everybody has to be a brand.

19
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The brand is something that is very unique

20
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and somewhat complicated.

21
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So I don't know if we all have to be a brand.

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It's kind of like talking to a box of cereal.

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And I don't think we all have to be a box of cereal.