A Conversation with Lawrence Wilkinson

Part I: A Discussion on Branding

(Running time: 8:28)

Lawrence Wilkinson believes that in today's crowded marketplace it is more and more important to build a brand that is a beacon for the consumer. It's gotten tougher for vendors he argues, because it's no longer about being chosen by the consumer, it's about being invited. You cannot own your brand anymore than you can own a friendship.