This week Benton Crane chats with Jeff Lotman, the author of Invisible Marketing and CEO of the company Global Icons. Jeff explains why sometimes you really shouldn’t take no as an answer, how brands like Crock-Pot stay relevant after they’ve been established, and how smaller companies can use brand licensing to their advantage. 4:49 Jeff’s poop to gold moment. 10:02 How small businesses can build their brand11:36 A good exercise to stretch your business mind13:39 How brand licensing worksYou can find links for Jeff Lotman’s book Invisible Marketing and his other various platforms below. If you’re interested in learning more about Harmon Brothers, you can grab a copy of our book at harmonbrothersbook.com.Don’t forget to like, subscribe, and share. Episodes published every Tuesday at 6 am EST. We’ll see you on the next one.Find Jeff Lotman Here: https://www.amazon.com/Books-Jeff-Lotman/s?rh=n%3A283155%2Cp_27%3AJeff+Lotmanhttps://www.linkedin.com/in/jefflotmanhttps://globalicons.com/about-brand-licensing-agency