“Brand helps us engage customers and employees, unleash our competitive advantage, and fuel enduring growth,” explains Lindsay Pedersen, author of the new book, Forging An Iron Clad Brand: A Leader’s Guide .” “And yet, despite this power of brand, it is grossly underused. Few leaders leverage brand fully, believing (wrongly) that brand is squishy and elusive,” adds Pedersen. In her book, Pedersen deconstructs what brand is and why it is indispensable for leaders. Particularly, for leaders who yearn to create something truly different and truly enduring. And, for leaders who have trouble galvanizing employees to a common purpose. As you read the book, you’ll learn about the breadth of brand’s layers : · Brand is what you stand for · Brand is relationship · Brand is your promise and your fulfillment of that promise · ...