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What’s the difference between a logo and a brand? In this episode, The Intangible Brand co-host Jerry Gennaria, President of TOKY, unpacks nearly 30 years of helping firms uncover and articulate their true brand identity.

In this Episode

• Jerry’s path from aspiring artist and self-taught designer to brand strategist. (01:00)
• How brand evolved from visual identity to holistic experience. (05:00)
• Why “brand is people” across industries and firm types. (09:00)
• The experience gap: why branding is often misjudged internally. (12:00)
• What brands like Disney teach us about expectation and friction. (15:00)
• Why defining your “why” is harder (and more personal) than it seems. (19:30)
• The value of outside perspective when uncovering brand truth. (22:00)
• Why this podcast exists as both platform and learning tool. (25:00)
• What Jerry believes most firms still miss: true differentiation. (28:30)
• Aligning values, behaviors, and experience to build lasting brand. (31:00)

Guest

Jerry Gennaria is President of TOKY, a brand consultancy for professional service firms. His work focuses on aligning internal culture with external brand perception to create trust and clarity.

Resources
TOKY

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