The short answer: Branding is a double–edged sword. You can’t afford to be safe because safe doesn’t cut it; and you can’t afford to take the wrong risks that may cut your business to the bone. In this energizing and collaborative session, Wayne will shed new light on why branding fails and succeeds. He’ll also help you discover and embrace the actual “currency” customers use when they “buy.”  Most importantly, he’ll cut through the fog of branding doublespeak to share practical insights you can use now to grow your business sustainably. Spoiler Alert: It’s not easy, it’s not quick … but it works!