Burkey Belser (Author, President & Creative Director at Greenfield/Belser, a Finn Partners Company)

Burkey Belser talks about how marketing and branding an intangible service differs from branding a tangible product. He discusses why intangibles are more difficult to brand and explains why any tangibles that exist with the service become more important such as business cards or a website. According to Belser, when you are selling a service it is mostly an emotional decision that is based on whether someone is right for me and can provide me with the help that I need.