Jonathan Paisner has worked with B2B Fortune 1000 companies to evolve and implement their corporate brand to adapt for the changing needs of their business. He has held leadership and senior consulting roles at DeSantis Breindel, CoreBrand (now Tenet) and Siegel & Gale, and previously, he created and ran the brand licensing division of A&E Television Networks. In this episode, he shares his expertise in brand architecture. You can reach out to Jonathan on Linkedin or through his company website BrandExperiencedGroup.com. Key points include: 02:32: Brand architecture as a window to the overall business strategy 11:51: A case example of brand building  21:06: Securing alignment between teams and departments Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.