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"Everyone thinks that branding isn't important today but branding is the new advertising." Despite media and technology shifts, the brand behind your stories and status updates is more important than ever. We unpacked all of this and more on this week\u2019s episode of the On Brand podcast featuring brand strategist and author Fabian Geyrhalter.\nAbout Fabian Geyrhalter\nFabian Geyrhalter is a renowned brand strategist and the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in turning ventures into brands. Geyrhalter is also a columnist for Inc and Forbes, and he has been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. He is an advisory board member of Santa Monica College and has served as an adjunct professor at the University of Southern California and Art Center College of Design. A frequent speaker and mentor to entrepreneurs worldwide, he is a \u201cGlobal 100\u201d mentor at the Founder Institute, and his book How to Launch a Brand is a #1 Amazon Bestseller. His newest book is Bigger Than This. He lives and works in Long Beach, California and is a graduate of Art Center College of Design.\nEpisode Highlights\nWhy is branding so important today?\xa0"Things have really changed. It's so intrinsic today. Take Everlane, for example. It's all about transparency." In everything they say and do.\nBranding is easier for startups. "Startup brands have it easy \u2014 all they have is the brand." Due to their small size, they can also exert greater control over the various brand touchpoints.\nLook at Shinola \u2014 The innovative watch company acquired an inactive brand name \u2014 Shinola \u2014 and established a sense of place around Detroit, endowing the new brand with meaning in the hearts and minds of their customers.\nHow can a brand that's lost its way successfully rebrand? "Hire the next generation. You also have to find the secret sauce again. It all comes down to why the founders (of the business) did what they did."\nWhat brand has made Fabian smile recently? Fabian told us about Poppin \u2014 a company that's disrupting the office supplies category by delighting customers through quirky touchpoints such as the order confirmation email.\nTo learn more, go to the website for Fabian's new book Bigger Than This, follow him on Twitter, and connect with him on LinkedIn.\nAs We Wrap \u2026\nBefore we go, I want to flip the microphone around to our community \u2026\nFrequent listener Sean Carpenter gave On Brand a shout on Twitter in a roundup of his favorite podcasts. Thanks for listening!\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\n\nRemember \u2013 On Brand is brought to you by my new book\xa0\u2014\xa0Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\xa0Order now at\xa0Amazon\xa0and check out\xa0GetScrappyBook.com\xa0for special offers and extras.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices