In this instalment of the Expert Interview Series, David Prowse sits down with branding strategist Robert Schmidt to discuss how a clearly defined brand can drive profitability and maximize a company’s valuation ahead of an exit. Schmidt explains why relying on internal assumptions often dilutes a company's message and emphasizes the importance of external, ethnographic research to uncover true customer perceptions. The conversation explores the dangers of commoditization, the strategic differences between a branded house and a house of brands, and why founders must critically ask, “Why us?” to secure a premium market position rather than competing solely on price. About the Guest Robert Schmidt is the president and principal consultant of a brand consultancy that operates as a brand distillery. Holding a bachelor of science, a minor in clinical psychology and a master’s degree in behavioural economics, he specializes in helping mid-market organizations identify what makes them unique and valued in the marketplace.