What "Brand" Means and Why it Matters for Manufacturers w/ Paul Kiesche

What does the word "brand" mean to you as a manufacturing leader? A logo and a tagline? A color palette and collection of images or graphics you use on your website, in your sales decks and at your trade show booth? Or is brand something more than that? And as a B2B manufacturer, why does all of this matter anyway? Paul Kiesche, President of Aviate Creative, is a seasoned branding professional working inside of the manufacturing sector. And in this episode, these are the types of questions he'll be answering.