What is up everyone? This is Alex Lieberman, co-founder and CEO of Morning Brew, and welcome back to

Founders Journal, My Daily Audio Diary made public for the world, where every day I will give you the listener a backstage pass into

building Morning Brew to help you think better in order to build better. And today we will be talking

about what brand means and whether it actually makes sense to

invest in brand. Let's hop into it. So as many Founders Journal listeners know, I

host another show, That show is called

CMO series where I interview the smartest marketers in the world in order to

help you make smarter decisions as a marketer. Today's guest on

CMO series was Farron Wiener. as a marketer. Today's guest on

CMO series was Farron Wiener. She is the founder of

Farron Height, a brand and marketing, brand marketing and

creative agency. She also ran brand marketing at Sweet Green

and also held a marketing executive title at Michael Coors.

And so the way we framed this conversation

was I wanted her to give a master class

to myself and to our listeners on what it means to build brand,

why building brand is actually worth investing in,

because I think that is a controversial question in business, how brand building actually manifests itself.

So what I want to walk, Founders Journal, Listners, the three first is how we define brand.

So I asked Farron this question, I made sure her and I were aligned on what brand is before

then asking the question, why the hell should we invest in it?

Because it sounds like a lot of money that isn't measurable.

...