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What Does Branding in the “New Normal” Look Like?

with Sasha Strauss



Sasha discusses the nature of branding, there are seven different rules that you can do to try and win in this new era. In this episode Kalika and Sasha discuss these rules in detail, discussing everything from being an advocate for a company to an emphasizer for a company’s brand.

3 Key Points:

  1. Curate to simplify and offer your services and solutions in a way that is easy for someone to buy or for a reseller to sell.

  2. Invest in relationships.

  3. Employees must be taught to know, that what they are doing, results in the end goal… “…working for the greater good…”

Wonder Women Entrepreneurs! This is the place to join conversations with thought leaders who amaze, astonish and inspire you. Listen each week as entrepreneur and host Kalika Yap explores the challenges, wisdom, and breakthroughs of extraordinary people. (An Entrepreneurs’ Organization production)

Listen to this podcast on your favorite platforms!


Branding Image1A 25-year global brand builder that consults, teaches and speaks on brand strategy. Managing Director & founder of Innovation Protocol — award-winning brand strategy consultancy.

Clients include Amgen, PayPal, Korn Ferry, ADP, Disney, Google, Frontline Education, Medtronic, Toastmasters, The Catholic Church, and The Jewish Federation.


Graduate school faculty since 2006, concurrently teaching at UC Irvine, UCLA, and USC business schools.

International speaker for 200+ executive organizations and 100+ companies, in 20+ countries.

Live on-air resource for NPR, Marketplace, ABC Radio, CBS Radio, and International Media.

Contributor to World Trademark Review, LA Times, Forbes, Business Journal, and Wall Street Journal.

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Past Work:
Brand Extension, leading brand growth programs for clients including Electronic Arts, The American Museum of Natural History, Clorox, and Hamilton Beach.

Brand Development, developing and managing international brand programs for clients like Yahoo!, TiVo, Microsoft, BMC Software, FileNet/IBM, and Adobe Systems.

Brand Planning, and authoring marketing business plans for B2B clients like Edwards Lifesciences, Survivair, Bosch, and Toyota Industrial.

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Brand Marketing, producing direct-to-consumer brand-building events for brands such as SoBe/Pepsi Co, Microsoft XBOX, Trojan, Saran, and Philip Morris.

Brand PR & Advertising, serving Nissan, The Red Cross, and United Artists.

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