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Host Eric Bandholz continues his masterclass series on entrepreneurship. Last week he addressed tactics to increase ecommerce profits amid a slump for many businesses.

This week he focuses on branding. He says most people think of branding as logos or design elements. But those items are components, not the essence. A brand is synonymous with a company — its mission, values, and purpose.

Eric shares his own mission, values, and purpose — and thus those of his company, Beardbrand.

For an edited and condensed transcript with embedded audio, see:

Branding Is More Than a Logo

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