Branding and storytelling are deeply misunderstood today by most entrepreneurs. So, what does it mean to your business and should it be a priority? We had the honor to talk to a branding legend, a guy that helped create Amazon, Yahoo! and created an agency valued at $1 billion - Bernhard Schroeder.

More About Bernie (from him)

Yesteryear, I was born in Austria. Today, I am the director at the Lavin Entrepreneurship Center and teach entrepreneurship courses at San Diego State University. In February, 2015, my book, Fail Fast or Win Big!, was published for anyone that aspires to be an entrepreneur but needs a road map. And, every now and then, I remake, launch or revitalize a brand.  I was not born to do any of this.

I have no destination. Just a crazy journey that as far as I can see, still has miles to go. I worked hard early in my career and became a pretty good marketer. That ultimately led me to my future partners and we built CKS|Partners into the world's first and best integrated marketing agency powerhouse with more than 25 offices and 2,500 employees. I became a brand expert in that endeavor launching amazing brands offline and online like Yahoo! and Amazon.

After that, I landed in the San Diego community and turned around four companies in eight years as a Chief Marketing or Operating Officer. That was fun, challenging and ultimately tiring. That's when I came to San Diego State University. By far, the most fun I have ever had is to be on a college campus. The energy, the ideas, the spirit of the students and staff is infectious. In February of 2015, I launched my first book, Fail Fast or Win Big. 

My second book, Simply Brilliant came out in September of 2016. It's about creativity and innovation and how everyone can be more creative. My third book is, Brands and Bulls**t, Excel at the Former, Avoid the Latter.  A Branding Primer for Millennial Marketers in a Digital Age. The book was released by Tired Coast Publishing in October 2017.

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