Building Strong Brands

This episode discusses foundational brand identifiers such as names, logos, and characters, and the principles guiding their selection and design. It highlights criteria including uniqueness, relevan…

This episode introduces the two core components of brand design: identifiers and associations. It explains how identifiers uniquely label the brand, while associations link it to meaningful concepts …

This episode focuses on building brands with distinct personalities or professional credibility. It explains how personality brands connect emotionally through human-like traits, while professional b…

This episode explores the defining characteristics of luxury brands and how they differ from other market offerings. It examines strategic choices in positioning, pricing, distribution, and communica…

This episode examines identity branding as a strategy for aligning a brand with customers’ self-identity. It explains the different forms of self-expressive brands and the reasons for prioritizing ps…

This episode describes how a value proposition articulates the benefits and costs that make a brand the preferred choice. It differentiates between points of dominance, parity, and compromise, and ex…

This episode defines brand power as the ability to influence market behavior and brand equity as the financial value of that influence. It explains how brands enhance the effectiveness of other marke…

This episode outlines the strategic and monetary benefits that brands create for companies. It covers how brands strengthen demand, enhance collaborator relationships, attract talent, and increase pr…

This episode examines how brands generate functional, psychological, and monetary value for customers. It discusses the mechanisms by which brands influence recognition, perceived performance, emotio…

This episode explains how brands create value for customers, companies, and collaborators under the market value principle. It defines customer value across functional, psychological, and monetary di…

This episode presents value creation as the guiding principle for brand management. It outlines a strategy-first approach, ensuring that brand identity and communication stem from a clear definition …

This episode positions brand management as a central business discipline integrated within the broader marketing mix. It examines the relationship between the brand and other offering attributes, emp…

This episode explores how brands create value by building a mental image shaped by beliefs, experiences, and emotions. It clarifies the distinction between brand image, reputation, and value, and exa…

This episode traces the evolution of brands from simple origin markers to strategic assets that shape perceptions and create market value. It explains how brands function as marketing tools distinct …

This episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identi…

This episode outlines how to perform a brand audit to evaluate strengths, uncover opportunities, and address performance issues. It explains the four main types—planning, implementation, customer imp…

This episode examines the role of a brand identity guide in ensuring consistent presentation across all customer touchpoints. It describes the strategic and tactical elements that define brand identi…

This episode explains how to assess the influence of a brand on both customers and the company. It covers frameworks for evaluating strategic and monetary contributions, ensuring brand performance al…

This episode details how to create a comprehensive brand-management plan that integrates strategic goals, target market definition, value proposition, and tactical execution. It emphasizes alignment …