The soul of The Brand with Joe Gulesserian In this podcast, Susan explores the concept of "the soul of a brand" with Joe Galisarian, a seasoned brand creator and entrepreneur with decades of experience building brands across multiple continents. Joe explained that brand soul refers to the endearing affection consumers have toward a brand, citing examples like Apple, Nike, and Tide that have lasting emotional connections with consumers. He discussed how brands like Barbasol shaving cream create emotional connections through nostalgia and family traditions, while others like Tesla and Apple appeal through aspirational coolness and cutting-edge technology. Joe sharedinsights on brand design, naming strategies, and the importance of creating products that feel good to users, while warning against common mistakes like overcomplicating product lines or compromising on essential features. The conversation covered practical aspects of brand development, including the balance between being trendy and building generational appeal, the role of community engagement, and how brands can become extensions of consumers' identities and self-expression. Joe Gulesserian - Founder Brands FifthAvenue Inc Linkedin https://www.linkedin.com/in/joseph-gulesserian-962a5515/ Learn more at Website: www.practicalmba.ca YouTube Channel: https://www.youtube.com/channel/UCz BtrQLim-qrCZccv1oJag Amazon: https://www.amazon.com/dp/B0B5YPJCWN www.amazon.com/dp/B0GFY99J51 Twitter: JoeG@JoeGulesserian Instagram: https://www.instagram.com/joeg_author/ Joseph Gulesserian is a seasoned brand creator and entrepreneur whose eclectic accumulation of know‑how comes from a lifetime of front‑line entrepreneurial experience in the CPG industry. As founder of Brands Fifth Avenue Inc. and author of “The Practical M.B.A. on Economics” and “The Guerrilla Guide for Entrepreneurs & The Rest of Us,”he combines street‑smart strategy with business‑school rigor to help others navigate branding, economics, and entrepreneurship. He positions himself as both a creator of consumer brands and a strategic advisor who can assist with inflation‑hedging strategies while acting as a strategic sounding board for business leaders and entrepreneurs, with a focus on practical, actionable insight into how the global economy functions and how businesses can protect and grow value in volatile environments. Gulesserian has extensive hands‑on experience in brand design and positional ambiance, including brand architecture and standards, creating cohesive brand look and feel, and developing brand guidelines, alongside valuations and competitive strategy and a particular strength in crafting compelling marketing and sales team storyboards that resonate with target audiences. His professional footprint spans Canada, the United States, Latin America, the GCC region, and Africa, giving him a global perspective on scaling brands in diverse cultural and economic contexts. In addition to his entrepreneurial work, he has taught at the college level in corporate finance, statistics, and post‑graduate marketing, reinforcing his ability to translate complex economic and strategic concepts into accessible, results‑oriented guidance. Visit @more2marketing www.more2marketing.com Don't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please contact us.
