My guest today is Mitch Freed, the new CEO at Genumark  - one of North America’s most trusted branded merch makers for over 40 years. Mitch isn’t the first Freed to be on my show. You may remember his dad Mark Freed who I had the privilege of interviewing on one of my very first episodes. Since then, Mark has stepped down as CEO, passing the torch on to his first born son.I Invited Mitch to be a guest on my show to talk about succession plans. I wanted to learn what finally led him to Genumark after starting his own business. And I was curious to get his POV on the pros and cons of taking over a family business.Genumark is the official sponsor of Branding Matters. From promotional products, custom uniforms, and clothing, to sports co-branding, web stores and warehousing - Genumark is your #1 partner for creating brand awareness. And being ISO certified – you can rest assured ethical sourcing and sustainability are front and centre. If you’re looking for help  with your next project, email brandingmatters@genumark.com today.Thanks for listening! If you enjoyed this episode, please leave a 5-star rating along with a brief review. And if you'd like help with your branding, please reach out to me on any of the platforms below. Insta - @Branding_BadassLinkedIn - Joelly GoodsonWebsite - BrandingMatters.ca