[00:07] Chapter 1: What to expect at Bitcoin 2022! [02:45] Chapter 2: Introducing Tomer’s article and the concept of brand equity. [04:40] Chapter 3: How Coca-Cola became the king of brands. [07:40] Chapter 4: Is the US dollar currently the most powerful brand? [12:00] Chapter 5: How software overtook products. [18:00] Chapter 6: Could the US dollar be overtaken in brand equity by Bitcoin? [22:40] Chapter 7: Summarizing the conversation so far. [24:00] Chapter 8: The strengths of the Bitcoin brand. [29:30] Chapter 9: The visual representation of Bitcoin and where it came from. [36:46] Chapter 10: How do we, as individuals, measure brand value? [43:50] Chapter 11: The actual value of a product vs the brand equity. [52:00] Chapter 12: How do consumers decide which products they trust? [58:10] Chapter 13: The money is the bomb. Trust, fiat, and Bitcoin. [1:11:15] Chapter 14: How Bitcoin creates peace. [1:17:45] Chapter 15: Using Bitcoin to push the world toward localization. [1:27:00] Chapter 16: Closing remarks. Diving deeper than the “brand.”