The Intangible Brand
Welcome to The Intangible Brand, where we explore the connection between employee experience and client experience, and the hidden forces that make brands stick. Each episode offers practical insights and inspiration for building a brand people are proud to work for — and eager to work with.
The Intangible Brand is brought to you by Cline and TOKY.
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The Intangible Brand
Ep 2 – Most Firms Don’t Know What Their Brand Actually Is | Jerry Gennaria
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
Connect With Us
Follow the Hosts: Jerry Genneria & Carl Winstead
Get In Touch: hello@theintangiblebrand.com
