In an era where businesses can be copied, products can be replicated and AI can generate almost anything, one advantage remains uniquely yours: your reputation. That was the challenge at the heart of EO Melbourne's Personal Brand, Storytelling & Influence Masterclass, where award-winning communications specialist, TEDx speaker and author Bernadette Schwerdt invited members to rethink one of the most under-utilised assets in business: the founder behind the brand.