YES, BRAND with Hersh Rephun

Justin Giuffrida: Why Smart Founders Slow Down Before They Scale

In this episode of YES, BRAND, Hersh Rephun sits down with Justin Giuffrida, founder of Citizens, for a conversation about growth, culture, mentorship, and the hidden risks of scaling too fast. Citizens has grown rapidly in a hospitality industry where culture is often the first thing sacrificed in the race to expand. But Justin has taken a different approach, one rooted in a simple philosophy: earn the right to grow. Hersh’s conversation with Justin explores what happens when a founder chooses long-term integrity over short-term momentum, and why protecting the soul of a business can require slowing down when everyone else is speeding up. They dive into: * Why scaling before you’re ready creates hidden instability * The danger of growing for optics instead of substance * How mentorship shaped Justin’s evolution as a founder * Why preparation and self-awareness matter in leadership * The difference between passion alone and strategic alignment * And how Citizens built a roadmap toward 40 locations without sacrificing culture Justin also shares how his thinking evolved from “opening one location” to building a multi-market hospitality brand with intentional systems, growth pipelines, and long-range planning. Grounded, thoughtful, and refreshingly honest, this episode is a masterclass in sustainable growth and founder maturity. https://www.linkedin.com/in/justin-giuffrida-02187769/ [https://www.google.com/url?q=https%3A%2F%2Fcalendly.com%2Furl%3Fq%3Dhttps%253A%252F%252Fwww.linkedin.com%252Fin%252Fjustin-giuffrida-02187769%252F%26user_uuid%3D547e8251-8225-4484-8c0c-f5ed6b0b1d75%26stage%3D1%26hmac%3D7b9de41e220e08999e88275f701b3bc75e4654e6337d13a1965bb2b6847c003b&sa=D&source=calendar&ust=1768239180000000&usg=AOvVaw3EBwki9HXqBXMGHjykalyX] -- Hersh's new book, SELLING THE TRUTH: A ‘Semoir’ with Insights for Life & Business [https://www.barnesandnoble.com/w/selling-the-truth-hersh-rephun/1146878336?ean=9798317660222] is a semi memoir drawing on his adventures as an Authority Advisor and Standup Comedian. It is part business book, part happiness formula for life, and an amuseful read, whether you’re building a business or burnishing your self-image. You can kickstart your own messaging evolution with a one-on-one 5-Minute Fix [https://calendly.com/hershbrand/the-5-minute-fix]. Take the 60-second Get Off Your Assets Quiz, and find other resources here: https://www.hershrephun.com/selling-the-truth/ [https://www.hershrephun.com/selling-the-truth/]

Jennifer Dalton: Why Your Personal Brand Matters More Than Your Resume

In this episode of YES, BRAND, Hersh Rephun sits down with Jennifer Dalton, founder and CEO of BrandMirror, to unpack what personal branding really means in today’s rapidly changing professional world. With more than 20 years of experience in brand and business strategy, Jennifer helps executives, entrepreneurs, and emerging leaders clarify their value, increase visibility, and communicate with greater confidence and authenticity. But her path into personal branding started long before BrandMirror, from growing up in an entrepreneurial household to leading marketing initiatives at Capital One and later launching her own business after earning her Executive MBA from Georgetown. Hersh’s conversation with Jennifer explores the growing importance of self-awareness, visibility, and thought leadership in a world where traditional career paths are disappearing almost as quickly as new ones emerge. They dive into: * Why personal branding isn’t personal bragging * How young professionals can stand out before they know exactly what they want to do * The difference between visibility and authenticity * Why feedback is essential for understanding how you’re perceived * The role of AI in personal branding and where human authenticity still matters * And how consistency, curiosity, and generosity build long-term trust Jennifer also shares practical insights on helping leaders articulate their value, build meaningful professional visibility, and avoid burnout while staying top of mind. Thoughtful, energizing, and grounded in real-world experience, this episode is a reminder that personal branding isn’t about ego. It’s about contribution, clarity, and connection. https://brandmirror.com/ -- Hersh's new book, SELLING THE TRUTH: A ‘Semoir’ with Insights for Life & Business [https://www.barnesandnoble.com/w/selling-the-truth-hersh-rephun/1146878336?ean=9798317660222] is a semi memoir drawing on his adventures as an Authority Advisor and Standup Comedian. It is part business book, part happiness formula for life, and an amuseful read, whether you’re building a business or burnishing your self-image. You can kickstart your own messaging evolution with a one-on-one 5-Minute Fix [https://calendly.com/hershbrand/the-5-minute-fix]. Take the 60-second Get Off Your Assets Quiz, and find other resources here: https://www.hershrephun.com/selling-the-truth/ [https://www.hershrephun.com/selling-the-truth/]

The Heated Kilt? Charlie Schertz and Stephanie Yeager on Building Mosey From 41 Failed Designs

In this episode of YES, BRAND, Hersh Rephun sits down with inventor Charlie Schertz and marketing strategist Stephanie Yeager to talk about innovation, entrepreneurship, and the challenge of bringing an entirely new product category to market. Charlie, a seasoned medical device engineer with more than 20 years of experience and over 50 patents, created Mosey after watching parents and grandparents freeze through outdoor sports games. Applying his background in thermodynamics and heat transfer, he developed a wearable, weatherproof thermal wrap designed to keep people dramatically warmer than traditional blankets, without batteries or external heat sources. But inventing the product was only half the battle. Hersh’s conversation with Charlie and Stephanie explores what happens when a product is so original that people don’t even have language for it yet, and why branding, messaging, and customer psychology become critical in helping the market understand what it is. They dive into: * The 41 design iterations behind Mosey * Why innovation requires relentless testing and refinement * The challenge of naming and positioning a completely new product * How marketing language shapes customer perception * Why “a confused mind never buys” * And how rapid ad testing helped uncover Mosey’s real audience Stephanie also shares the company’s scientific approach to marketing experimentation, using fast, low-cost click testing to refine headlines, messaging, and customer targeting before scaling ad spend. Funny, practical, and full of entrepreneurial insight, this episode is about persistence, invention, and learning how to communicate something the world hasn’t seen before. https://www.getthemozy.com/ [https://www.getthemozy.com/] https://www.facebook.com/Get-The-Mozy-106071994234683/ [https://www.facebook.com/Get-The-Mozy-106071994234683/] https://www.instagram.com/get_the_mozy/ [https://www.instagram.com/get_the_mozy/] https://www.tiktok.com/@get.the.mozy [https://www.tiktok.com/@get.the.mozy] -- Hersh's new book, SELLING THE TRUTH: A ‘Semoir’ with Insights for Life & Business [https://www.barnesandnoble.com/w/selling-the-truth-hersh-rephun/1146878336?ean=9798317660222] is a semi memoir drawing on his adventures as an Authority Advisor and Standup Comedian. It is part business book, part happiness formula for life, and an amuseful read, whether you’re building a business or burnishing your self-image. You can kickstart your own messaging evolution with a one-on-one 5-Minute Fix [https://calendly.com/hershbrand/the-5-minute-fix]. Take the 60-second Get Off Your Assets Quiz, and find other resources here: https://www.hershrephun.com/selling-the-truth/ [https://www.hershrephun.com/selling-the-truth/]

Taqua Malik on Gulf Business Culture, Hidden Signals, and Why Deals Fail Quietly

In this episode of YES, BRAND, Hersh Rephun sits down with Taqua Malik, founder and CEO of FreedomVisory, to explore the hidden cultural dynamics behind business, trust, and communication in the Gulf region. Based in Dubai, Taqua helps founders, executives, and global organizations navigate the unwritten rules of Arabic business culture across the GCC, including the UAE, Saudi Arabia, Qatar, and Kuwait. Her work combines cultural intelligence, legal understanding, language, and relationship strategy to help businesses avoid costly misunderstandings and build lasting trust. Hersh’s conversation with Taqua goes far beyond etiquette or surface-level cultural advice. Together, they unpack what it actually means to enter a market with respect, awareness, and long-term intention. They explore: * Why business in the Gulf is built on relationships, not transactions * The “language behind the language” in high-context cultures * How subtle cultural missteps quietly damage deals * Why trust and belonging matter more than speed * The challenge of building a startup rooted in education and service * And how generosity and patience create long-term business success Taqua also shares her personal journey from growing up in Saudi Arabia to working inside international law firms translating GCC legal systems and cultural nuance for global clients, eventually leading to the creation of FreedomVisory and her fast-growing newsletter, The Souk Secrets. Insightful, thoughtful, and deeply grounded, this episode is a masterclass in understanding people before trying to win business from them. https://www.linkedin.com/in/taqua-malik/ -- Hersh's new book, SELLING THE TRUTH: A ‘Semoir’ with Insights for Life & Business [https://www.barnesandnoble.com/w/selling-the-truth-hersh-rephun/1146878336?ean=9798317660222] is a semi memoir drawing on his adventures as an Authority Advisor and Standup Comedian. It is part business book, part happiness formula for life, and an amuseful read, whether you’re building a business or burnishing your self-image. You can kickstart your own messaging evolution with a one-on-one 5-Minute Fix [https://calendly.com/hershbrand/the-5-minute-fix]. Take the 60-second Get Off Your Assets Quiz, and find other resources here: https://www.hershrephun.com/selling-the-truth/ [https://www.hershrephun.com/selling-the-truth/]

Nicole Powell: Why Throwing Money at Marketing Doesn’t Build a Brand

In this episode of YES, BRAND, Hersh Rephun sits down with certified brand strategist and neuromarketing expert Nicole Powell, founder of Halcon Marketing Solutions, to talk about what’s broken in modern marketing and why brand strategy still matters. Born in Manila and raised in the Bronx before eventually settling in St. Louis, Nicole brings a unique blend of big-brand experience and entrepreneurial perspective. After working with powerhouse companies like Viacom, ESPN, and Fox, she shifted her focus toward helping small and midsize businesses build brands with actual substance, not just visibility. Hersh’s conversation with Nicole explores the disconnect between marketing tactics and meaningful messaging, and why too many businesses mistake ads, logos, and social media for brand identity. They dive into: * Why marketing without strategy burns money instead of building trust * The gap between “having a logo” and actually having a brand * How big brands create consistency across every touchpoint * Why burnout and pressure culture hurt creativity * The role of neuroscience and psychology in branding * And how motherhood reshaped Nicole’s definition of success Nicole also opens up about her own winding career path, from on-camera work in Los Angeles to building an agency rooted in values, partnership, and long-term brand development. Grounded, insightful, and refreshingly honest, this episode is a reminder that the strongest brands aren’t built from tactics first. They’re built from clarity. -- Hersh's new book, SELLING THE TRUTH: A ‘Semoir’ with Insights for Life & Business [https://www.barnesandnoble.com/w/selling-the-truth-hersh-rephun/1146878336?ean=9798317660222] is a semi memoir drawing on his adventures as an Authority Advisor and Standup Comedian. It is part business book, part happiness formula for life, and an amuseful read, whether you’re building a business or burnishing your self-image. You can kickstart your own messaging evolution with a one-on-one 5-Minute Fix [https://calendly.com/hershbrand/the-5-minute-fix]. Take the 60-second Get Off Your Assets Quiz, and find other resources here: https://www.hershrephun.com/selling-the-truth/ [https://www.hershrephun.com/selling-the-truth/]