Mitch Duckler, author of The Indispensable Brand is our guest this week. Mitch's book asks you, what makes your brand indispensable?

He then offers a guide to crafting a brand strategy to move from indistinguishable to indispensable.

We talk about his brand strategy model, the purpose of brand story and how it fits. Mitch shares how a great brand can help in crisis and we talk about what the...