Ido Aharoni serves as Global Distinguished Professor for international relations at New York University’s Graduate School of Arts and Science. He is a member of the International Advisory Council of APCO Worldwide, a Global Ambassador for Maccabi World Union, Chairman of the Charney Forum for New Diplomacy and a co-founder of Emerson Rigby Ltd. In this episode we sit down with Ido in California to chat about the concept and how he brands a place versus a product.