Our guest this week is brand strategist Eric Hillerns, co-director of Design Week Portland (DWP). Like PushPull, DWP is another venture sprouted from a good bout of complaining. We discuss DWP and how Portlandy it is. Joel struggles with what “branding” people actually make, and what branding actually is, beyond the buzzwords. How can we steer clients to make their brand communicate authentically? And what does “authentic” mean anyway? And how many times can Joel ask Eric what he actually makes? We walk through the branding process, brand equity research, and how much money can be burned on designing a logo.