The big takeaway is in the first few lines of this video:

"This is a very complicated world. This is a very noisy world and we're not going to get a chance... to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us."

The whole branding/selling thing goes like this...

Lunch pitch ~15 minutes > Bar pitch: ~5 minutes > Elevator pitch: ~30 seconds > ?

That last one is your brand. It's the ultimate quick pitch. You've got 5 seconds, what do you want someone to know about you and what you do for a living?

If you don't know you're in trouble.