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Do you ever judge a book by its cover? In today’s world, brand name and company image sometimes seem to mean more than the actual product. But why are these concepts so important? In the first part of this week’s show, Doug meets Jack Bergstrand, CEO of Brand Velocity and author of Reinvent Your Enterprise and finds out more about the concept of branding and how it works.


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Douglas Goldstein, CFP®, is the director of Profile Investment Services, Ltd, a financial planning and investment services firm specializing in working with Americans living in Israel who have investment accounts in America. He is a licensed financial professional both in the U.S. and Israel.