This is the playbook. This is Gabe Meltzer with Entrepreneurs the Playbook. I'm so

excited to have Jamie Dominici here. She's the chief marketing officer of GoTo.

Welcome to the playbook. Thanks for having me. I mean nailed my last name. I

practiced six times. Very rare but we did it. It took me a while just to figure out

that was your merry name. So it was like well her real name was Crosby. So she

probably has difficulty setting her own name. But nonetheless you are a visionary

when it comes to marketing. One of the things that I pride myself on is is

branding is understanding an essence of a brand which is in my opinion more

valuable than ever today because of the size scope and scale and ability or

what I call discoverability. Discoverability that wasn't when you were at

Salesforce for 10 years. We didn't have that same discoverability. How were you

able to one find the essence in the company in order to make the change in

the rebranding? That's a great question and I believe so strongly that the brand is

critical and so many marketers might overlook it or not see the power of it but

the brand is key to everything you do and if you don't have one or you're not

investing I think it hurts your company. So when I walked into my new company

Bogmyon was a name and it didn't have an identity. I just did it. It had a name

and had 16 websites. I had 14 brands. I could not tell you who they were or what

they did and I said that through the interview process. Not getting it. It's a mess.

But when I went in then what I did was talk to customers, talk to employees and

I actually went to the office. It's in Boston and I walked in and I said oh I

get it. Like you're relatable. You care about your customers. You want to make

...