'Disruption is About Getting Attention'

LMT’s Kelly Fessel Carr visited with Sasha Der Avanessian, Founder and CEO of Harvest Dental, to learn more about his out-of-the-box marketing philosophy. Der Avanessian’s insights might make you think about your own strategy in a whole new light.

LMT: How do you define branding?

Der Avanessian: Branding is a definition of feelings. What are the values, the attributes and ideas that attract us and why?

In understanding these attributes, they ultimately become our own brandable set of assets to deploy. They’re authentic, intrinsic and exclusively ours. They must be defined, called-out, reverse engineered. To brand, you have to be aware of your strengths, and intentionally and relationally double down on them. 

Branding is the emotional process of how one is impacted and influenced through distinctive, repetitive and positive engagement. At its essence,...