Establishing The Reason To Believe Is Key For Preparing Your Brand For National Expansion

Nick Lopez and Gary De Jesus talk about his time playing football and studying at Harvard to mastering brand development at Procter and Gamble. Today, Gary is one of the most influential marketing minds in franchising, as he has helped countless iconic national companies perfect their brand. Gary dives into his brand development exercise called "the Reason to Believe" and how it tailors to the strategic target based on heart and head and what the consumer wants, not what the brand wants - his passion for cognitive science plays an important role here. Gary also shares how the five fundamental human values and brand positioning lay the foundation for the Reason to Believe and create confidence in the brand's ability to execute against the brand promise. He is a master of disrupting the brain through brand development. As a result, the brands he levels up disrupt entire industries as he creates clarity for how the brand delivers incredible value within the marketplace. You should not miss this episode if you're looking at national expansion for your brand!