Brand Boost: Perfect vs. Present

This week, we're joined by Brea Elfer, Marketing and Communications Partner at the Alberta School of Business, who opened up about her own difficult undergraduate experience and how it shaped why she does this work. The conversation kept circling around a central idea: the best brands (personal or organizational) aren't built on a polished, curated version of yourself. They're built on presence. Brea makes the case that our quirks, our failures, and our real personalities are the actual assets, and that's as true for the school's brand as it is for a student figuring out how to show up in an interview.