Is your brand your most powerful negotiating tool? (Part 2) by Roz Usheroff

Editor’s Note: Here is Part 2 from last week’s 2-Part series by Roz Usheroff which asked the question; Is your brand your most powerful negotiating tool? Referencing IACCM’s Tim Cummins’ response to Part 1, Usheroff provides an interesting take on when the negotiation process actually begins.