Synopsis: In this module, we discuss about a very cluttered marketplace and how visually speaking, a brand needs to rise above that clutter. One of the ways to rise above the clutter is to create a very distinctive logo. In this lesson, we take a look at brands that have used this tactic very well and enumerate the benefits of creating a distinctive logo.

Synopsis: In this module, we talk about pushing your brand to excel than the rest in the marketplace. But more than that, prospects and customers need to know. In this lesson, we share ways for brands to let their audience know that their brand is the best option out there.

Synopsis: In this module, we talk about how to use your brand's geography origin to boost brand reputation. Certain countries are known fondly for something. When you know what your country of origin stands for, you can leverage on its reputation to create a similar positive perception of your brand.

Synopsis: What's so great about being an underdog? In this module, we talk about why being an underdog does not necessarily mean you are the loser. We share in this module tips on how having the underdog status can be used as an advantage when done right.

Synopsis: In this module, we share why doing something shocking or unusual can get a brand the attention that it needs. With this strategy, brands will stand out and be memorable. In this lesson, we take a look back at famous examples of brands being shocking or unusual.

Synopsis: In this module, we discuss what it means to own a category and some tips on how to do it. This strategy aims to help businesses with wallet share and top-of-mind perception. We take a look at brands that have used this strategy as a learning model.

Synopsis: In the previous module in Play 7, we discussed about owning a category. This time in this module, we take a look at how you can create your own category. This is especially useful in a crowded marketplace. In this lesson, we look at the benefits of creating your own category as well as brands that have used this play to pave the way for new things.

Synopsis: Storytelling is a powerful tool to bond with your customers. In this module, we discuss how Storytelling can help you build a relationship with your audience. You will learn about some of the best brand storytellers in the market and how they used their stories to resonate with their audiences.

Synopsis: In this module, we talk about great leadership and how a leader's personality can also "rub-off" on the corporate brand. We'll take a look at some of the most charismatic leaders out there to give you an idea on how to do it. Moreover, we also consider the downsides to this tactic.

Synopsis: Does your brand have a painful past? Forget about it and move on. Or should you? In this module, we discuss how your past can guide your future. It means, your past can be a valuable set of information to help you decide your future. In addition, you can turn any negative history into a positive future for your brand. In this lesson, you will learn the benefits of resilience in your brand story.

Synopsis: In this module, we discuss finding an everlasting idea. An everlasting idea is something that transcends time, something that will never go out of style. In your case, you will need to think about your customers and market's needs when brainstorming about your everlasting idea. In this lesson, we look at ideas of everlasting ideas and their benefits to a brand.

Synopsis: What does it mean to be disruptive in the market? In this module, we explore how organisations can create opportunities to be disruptive in the market. We also analyse what makes a disruptive idea by looking at the ingredients and examples of brands who have been disruptive.

Synopsis: In this module, we discuss about the dangers of cutting corners and how this can make or break your brand. Your customers should always be the highest priority and when you put them first, you will be rewarded with their loyalty. We look at examples of brands who instead of corners, raised their game and improved their services.

Synopsis: In this module, we discuss solving global problems to help imprint your brand in the market. However, brands should be made aware that a problem that is of a global scale can take time. We analyse a particular industry and how it continuously seeks to solve global problems and how this benefits a brand to further understand this play.

Synopsis: How do you create buzz for your brand? Not just any buzz, but a relevant one. In this module, we discuss how brands can create buzz. The buzz or attention has to be selective as well and tie up to what your market needs. We'll take a look at some examples on how to create buzz as well as why this play works.

Synopsis: In this module, we take a look at how technology helps buyers share experiences with a larger audience. As a result, your brand has to consider this as a part of the new buying process. In this lesson, In this lesson, we review the role of technology in tying up to consumer buying behaviour to create a new way in the buying process.

Synopsis: In this module, we tackle feelings, goals and aspirations of customers to help brands understand the connection between their brand and their attachment. A positive connection has to be made between the brand and customer to make the relationship last. In this lesson, we enumerate ideas on how to make customers feel better about themselves and associate this feeling with a brand.

Synopsis: Today, it's normal for communities to engage with brands that they favour. In this module, we explore building communities and how a partnership with them becomes a part of your brand ecosystem. We take a look at well-known communities to study how they've accomplised the task

Synopsis: In this module, we discuss customer experience as a deciding factor in choosing a brand as well as creating a relationship with your chosen market. Customer experience can be one of the deciding factors why customers choose a brand. We also analyse Uber and how it reinvented the simple ride-sharing service into a preferred way of transport.

Synopsis: In this module, we make true the saying "how you want to be treated is how you should treat others." This is certainly true in branding, where we make our customers feel that they are the most important. In this module, we explore ways on how to make brands more personal to customers.

Synopsis: In this module, we discuss how consumers can get sentimental about milestones in their lives and seasonal occasions, in that they establish an attachment to these. In certain ways, we look at how brands can use life events and seasons as anchors to connect with their audiences.

Synopsis: In this module, we discuss about brand licensing. Brands can create a partnership with other brands and issue licenses for it. In this lesson, we analyse the reasons why licensing your brand can help boost your brand image along the way.

Synopsis: In this module, we explain what a breakaway brand is and how it helps companies attract new customers. How is a breakaway brand developed? You'll find that brands need to stretch their creativity to build a breakaway brand. Moreover, we take a look at an example of a breakaway brand to analyse how they used the play.

Synopsis: What makes brands change their brand name? In this module, we discuss scenarios where brands decide to change brand names. In some instances, it's a critical change, so we analyse steps that brands need to do before proceeding with the change.

Synopsis: In this module, we talk about ideas on what symbols companies can use to depict their brand. Some famous companies have symbols to associate their brands to. In this lesson, we enumerate brands that have used symbols and why they were successful in it.

Synopsis: The market is always on the look out for that fresh idea. In this module, we explore new ideas that can be picked up by the market and help brands sell either their products or services. We also look at examples that demonstrated this tactic.

Synopsis: In this module, we discuss identifying elements that can improve a brand's recall. Companies choose a specific element that is easily recognisable and identifiable with their brand. In this lesson, we answer the question on why brand identification is important and enumerate examples to explain this.

Synopsis: How can you become the go-to brand because of an expertise or specialty? In this module, we discuss ideas on how to establish that expertise or specialty that a brand wants to be known for. We also look at companies who have established themselves as experts in their field.

Synopsis: In this module, we discuss attributes or characteristics that are metaphors for your brand image. These metaphors become essential components in a brand that enables them to be what they claim to be. We also cite examples and identify steps to demonstrate how the play is used successfully.

Synopsis: In this module, we discuss about positioning your brand for a specific target market. In this case, you will need to understand the market you want to be in. In this lesson, we identify characteristics of a market and cite examples to analyse.

Synopsis: In this module, we tackle using exclusivity as a strategy to get more people to view a brand in a certain way, usually a high-end product or service. A VIP-Only label gives off the impression that only certain and limited number of people can buy that product, hence, becoming more coveted. Moreover, we share some ideas on how VIP access can be done and enumerate examples and how they've used the tactic.

Synopsis: In this module, we talk about why and how organisations can project their values in their branding. Values are seen as positive endeavours that customers associate with your brand. What values can you show through branding? And what are the characteristics of good brand values? We answer all these questions in this module.

Synopsis: Today, customers can be emotionally invested on a social issue. How can this affect your brand? In this module, we take a look at certain issues and companies that stood behind it and their effects on their brands.

Synopsis: In this module, we enumerate and discuss tips on how to expand your market. Widening your reach might be a fitting tactic especially when you are ready to offer your products and services to new markets. We also cite examples of brands that have used this strategy successfully.

Synopsis: In this module, we talk about the 5 senses and its essential role in creating a brand experience. There are countless ways you can engage your customers' senses to your brand's advantage. In this lesson, we name a few ideas that you can immediately use to improve customer experience for yoour brand.

Synopsis: In this module, we discuss the pros and cons of having a famous personality endorse your brand. Endorsements can boost your brand image but your choice will be very crucial. In this lesson, we name famous faces endorsing brands and that have done this successfully.

Synopsis: There is a way to use simplicity and purity in your brand. In this module, we look at scenarios on when purity and simplicity has worked well for a brand. Moreover, we identify reasons on when you can use this play.

Synopsis: Emotions are so powerful. So much so that it helps buyers decide on what to buy. In this module, we discuss how brands can capitalise on emotions to connect with their target audiences. In this lesson, we share how you can create a branding strategy that focuses on customers' emotions.

Synopsis: Aesthetics and design is part and parcel of a brand. In this module, we talk about how aesthetics and design can help customers gravitate towards your brand. Whether it's a product or a physical location, design should always be carefully planned.

Synopsis: In this module, we explore the world of social media and what you should do to maintain that online connection with your customers. Today, it's advisable to have online presence to increase brand recognition. In this lesson, we explore the world of social media to heighten your advantage with your customers. We analyse Starbucks as a successful social media user to help us learn this tactic.

Synopsis: In this module, we take you through examples of brands that gave one-of-a-kind experiences for their customers. We also discuss why creating a different experience for customers helps brands.

Synopsis: In this module, we tackle the importance of your step by step engagement with your customers. Are you treating them better than your competitors? Knowing this makes the difference on how you can design how your customers are treated. In this lesson, we explore ideas on how to create a better experience for your customers.

Synopsis: Success stories make great marketing tool. In this module, we discuss how your customers' stories help shape your brand as a winning ally that everyone would want to be associated with. In this lesson, we enumerate ideas where you can derive stories from and share them with your audience.

Synopsis: Given that markets are vulnerable in this time of pandemic, this module couldn't be more timely. In this module, we discuss about what companies can do to help rise above adversity, like how things are now. It is imperative that certain actions be taken by companies in these times, and that is to move forward. Moreover, in this lesson, we enumerate ways on how you can move forward and at the same time take a look at how pricing is affected in times of difficult situations.

Synopsis: In this module, we discuss what goes into a brand plan and why these elements matter. A brand plan is essential in that it becomes your map that gives you direction and purpose. In this lesson, we enumerate and explain these elements to help build a brand map.

Synopsis: In this module, we talk about the need for brands to engage in social networking. Social Networking is added avenue for your brand to engage the market and connect with like-minded people who can help spread your brand message.

Synopsis: In this module, we talk about the traps in "following the leader" (if it is not you) when it comes to brand messaging. There is a different way around this, and that is in focusing on your customers and their needs. In this lesson, you will learn how to change the conversation in your market just like our brand example, Alexander Forbes did.

Synopsis: In this module, we talk about what internal branding is and ways to strengthen it. Branding is not just about customers, but also employees. Internal branding ensures that your employees deliver on the brand promise. In this lesson, you will learn why internal branding is as important as external branding. With this, we enumerate 10 tips on how you can do this.

Synopsis: In this module, we discuss about ways to increase awareness of your brand. What can companies consider as creating positive noise for your brand? We take a look at characteristics, which we call "3 golden rules" on how to crank up your brand's volume. As a case study, we look at how Red Bull did it with Felix Baumgartner' stunt.

Synopsis: In this module, we discuss brands being involved in social causes. Social causes help you further spread your values to an audience. However, there are downsides as well that you need to consider. In this lesson, we show you 2 case studies that support social causes, how they did it and how it resonated with their brand values as well as to their audiences.

Synopsis: In this module, we discuss customer feedback as an essential process to track brand performance. Customer feedback helps you get to know your market and their needs so you can respond appropriately. There are quite a number of ways that you can do this.

Synopsis: What is consistency in brands and why is it so important? In this module, we discuss one of the key metrics of brand implementation. The most successful brands have consistency in their DNA; let us take a look why this is so with some characteristics. In addition, in this lesson, you will learn the elements of what you can include in your brand plan.

Synopsis: In this module, we talk about slogans and why every brand should have one. Slogans are one way of letting the market know about your messages in a concise manner. We review some of the most famous slogans and why they catch on to their customers. In addition, we enumerate some characteristics of a good slogan to help you build or improve on your own as well as steps in creating one.

Synopsis: Every gesture counts, even the smallest ones. In this module, we talk about the little things that create an impact on your customers' experiences. We take a look at Starbucks as one of the brands that successfully demonstrate this.

Synopsis: Competitor research has always been a part of marketing strategy. In this module, we discuss why brands should keep an eye on their competitors to gain valuable information. These information can be used to help you with eliminating, imitating or outperforming your competitors. Moreover, we study these 3 competitive strategies that you can use when it comes to your competitors.

Synopsis: Earning customer's trust is crucial. In this module, we talk about the need to prove a brand's value to earn the market's trust and at the same time, prove your claims. In this lesson, we will study one of the brands that take this very seriously, Volvo.

Synopsis: What is a flanker brand and how do you use it? In this module, we explain what flanker brands do to help companies retain their position in the market or even block competitors in entering it. Both large and small enterprises use flanker brand strategy for their purposes. In this lesson, we also look at Virgin Australia as a case study to understand this play.

Synopsis: In this module, we talk about customer testimonials as a way to prove you can be a trusted brand. Customers, when they are happy with your brand, will show their appreciation and go out of their way to help get the word out, that you are a reputable brand. This is a form of social proof, that you can use to market your brand. In this lesson, we look at ways on how you can do this as well as study two famous brands who use this play efficiently.

Synopsis: How do you become a product leader? In this module, we enumerate and discuss the makings of a product leader. Various factors can influence your goal of being a product leader. We take a look at characteristics of product leaders and learn their ways to give us an idea of what brands can do to be like them.

Synopsis: In this module, we talk about one of the "P's" of Marketing, Pricing. Pricing can be tricky but when used correctly, it can become a huge advantage. We review the basics and look at how we adjust pricing to produce the best possible outcome for a brand.

Synopsis: In this module, we discuss about incremental and disruptive innovation. Knowing the difference will help companies understand what is needed to drive a certain kind of innovation. At the same time, there is a culture factor when it comes to innovation. What kind of culture is needed for an organisation to be always innovating? In this lesson, we will aim to answer that question

Synopsis: In this module, we talk about creating a sense of urgency and why this always works. Late night shows are often seen with announcements with timers on their screens for viewers to see. This has been a classic strategy to get people to buy. How does this work and why does it work? In this lesson, we will aim to look at the reasons why this play always works.

Synopsis: In this module, we talk about transparency in brands and why it helps brands align their values with their customers' expectations. When brands open themselves up for vulnerability such as being transparent, this gives the impression that they have the best intentions always for their customers. In this lesson, we learn from two case studies.

Synopsis: Believe it or not, passion plays a part in building a brand. In this module, we share with you that a vision needs to materialise by doing all that you can to make it. And what you need is 100% heart and effort combined to make it so. In this lesson, we list down ideas on how you can put your heart into your brand.

Synopsis: In this module, I discuss about Rebranding and the processes that should fall into it before taking the plunge. Rebranding is not a simple matter, but with it are rigorous processes that help you make a decision on it. Processes such as market research and analysis must be done to justify a rebranding. In this lesson, you will learn how to rebrand effectively.

Synopsis: In this module, we discuss Ethical Branding and why it's a non-negotiable value. Ethical Branding is a must if you want the trust of your customers. Organisations must adhere to ethical practices in order to avoid problems in the future. Companies practising ethical branding also has an advantage in that it helps with positioning brands with values. In this lesson, we will discuss one of the Ethical Branding laws as an example.

Synopsis: In this module, we talk about cults, and not the band kind. Brands are lucky if they have a cult. Cult members are true believers of a brand, a following that can help both the bottomline and reputation of the brand. We take a look at cult characteristics as well as teach you how you can create your own brand cult.

Synopsis: In this module, I discuss the depiction of Sex in brands and why it works in certain cases. Sex is a natural need, this is why it appeals to consumers. It targets a primal, human occurrence that is difficult to ignore. However, brands should still be cautious when using it as a strategy. it has its pros, but it also has its cons. We will learn the pros and the possible risks in using this play.

Synopsis: Other than celebrities, brands have taken to collaborating with online influencers. In this module, we talk about collaborating with online influencers and what they can bring to the table once you engage them into your branding initiatives. In this lesson, we teach you steps on how to collaborate with online influencers.

Synopsis: In this module, we explain what Brand Architecture is. Brand Architecture can be a "brand house" or a "house of brands". These are two ways to build your brand architecture. We walk through the differences and see what fits your brand best.

Synopsis: Should you be focusing on USP or USB? In this module, we discuss the difference between USP and USB. USB or Unique Selling Benefits focus on customers, unlike in USP, where a feature is the highlight. When you focus on benefits, you are directly addressing a customer concern. We take a look at Samsung who is using USBs instead of USPs, to learn more about this play.

Synopsis: In this module, we discuss how leveraging can help a brand expand but when doing to it has to be related to the original brand. To play this out successfully, brands need to do research to ensure a connection between the original brand and the new one. Further to this lesson, we look at how you can relate your brand to another plan to ensure that there is still a connection in between the brands.

Synopsis: In this module, we talk about reality versus expectation, where brands are expected to live up to their promises and claims. There are disastrous results when there are gaps in the marketing of products and services and the actual offering to customers. Broken promises can damage a brand's reputation. We look at why reinforcing your brand promise is a continuous process and list down ways on how you can do it.

Synopsis: In this module, we talk about Brand Rejuvenation. Brand Rejuvenation is giving your brand a face lift, an improvement that you brand needs. Using this strategy gives your audience a fresh look at your brand, especially when the market looks to be bored towards your brand. In this lesson, we take a look at companies who have executed this play successfully.

Synopsis: In this module, we discuss the value of user-generated content to a brand. Encourage your users to share their experiences with your brand. In these times, there can be many content type that your customers are using to share their experiences with your brand, it can be through social media posts, testimonials, product reviews and the like. In this lesson, we list down ideas for this kind of content and review a case study.

Synopsis: Trust is earned. Customers vote on their trust through their wallets. So, if you don't have their trust, you most likely will not succeed in the market as well. In this module, we talk about building your credibility to earn your customers' trust.

There are 4 types of credibility that you can weigh where you are at. In addition, we talk about ways to build your credibility to earn that most coveted trust from your customers.

Synopsis: In this module, we discuss Crowdsourcing as a strategy to promote your brand or get ideas from a "crowd". This crowd can later become a part of the community from which you have built your brand on. We take a look at one of the most well-known crowdscourcing community, Wikipedia as a successful Crowdsourcing platform that many users enjoy and depend on.

Synopsis: In this module, we explain about Brand Rituals and how to create brand rituals. Brand Rituals are a great way to get your customers to interact with your brand aside from creating more awareness for it. As part of this lesson, we enumerate the steps that you can take to give you an idea on when and how to create a ritual for your brand.

Synopsis: In some cases, companies come out with too many choices that work against their overall brand. In this module, we discuss how companies can create choices to ensure that it helps simplify the selection process for their customers instead of complicating and eventually lengthening the buying process. We tackle the cons of too many choices to compare it to the simplifying process.

Synopsis: In this module, we discuss the importance of activating all the senses when communicating your brand. We know that most brands only rely on visual and auditory stimulation. However, the most memorable brand experiences come from brands that tap into all five senses: sight, smell, taste, touch, and sound. We look at various examples of brands that have successfully used multi-sensory marketing to create stronger emotional connections with their customers.

Synopsis: In this module, we explain how packaging serves as a crucial touchpoint for your brand. It's often the first physical interaction consumers have with your product. We discuss how innovative, sustainable, or visually striking packaging can differentiate your brand in a crowded marketplace. We examine case studies of brands that have used packaging to create memorable unboxing experiences and drive social sharing, turning customers into brand advocates.

Synopsis: In this module, we explore the power of user-generated content (UGC) as a branding tool. When customers create content featuring your products or services, it serves as authentic social proof that resonates with potential buyers. We discuss strategies for encouraging UGC through contests, hashtag campaigns, and community building. We also cover best practices for curating and sharing UGC across your marketing channels while respecting creator rights.

Synopsis: In this module, we introduce the concept of brand experience mapping. This strategic tool helps you visualize every interaction customers have with your brand—from discovery to purchase and beyond. We walk through the process of creating a comprehensive experience map that identifies pain points, opportunities, and emotional triggers at each touchpoint. This exercise enables you to design consistent, memorable experiences that reinforce your brand promise across the entire customer journey.

Synopsis: In this module, we discuss the importance of a consistent brand voice across all communications. Your brand voice is how your personality comes through in words, whether written or spoken. We cover the essential components of a brand voice guide, including tone attributes, vocabulary, grammar preferences, and examples of do's and don'ts. We show how developing this guide ensures consistency across teams and channels, strengthening brand recognition and trust.

Synopsis: In this module, we explore strategic brand collaborations. Partnering with complementary brands allows you to tap into new audiences, add value for existing customers, and create buzz-worthy offerings. We discuss how to identify potential collaboration partners whose values and customer bases align with yours. We examine successful co-branding examples and provide a framework for approaching, negotiating, and executing effective brand partnerships that benefit all parties involved.

Synopsis: In this module, we examine how transparency has become a non-negotiable brand attribute in today's market. Modern consumers expect honesty about ingredients, manufacturing processes, pricing structures, and company policies.

We discuss strategies for incorporating transparency into your brand communications, from supply chain visibility to authentic social media engagement. We also cover how to handle mistakes openly, turning potential reputation damage into opportunities to demonstrate your brand values and build deeper trust with your audience.

Synopsis: In this module, we explore how creating a community transforms customers from passive buyers into active brand participants. Strong brand communities foster loyalty, provide valuable feedback, and turn members into natural advocates. We discuss various approaches to community building, from social media groups to loyalty programs, events, and user forums. We also cover strategies for nurturing community engagement through valuable content, recognition programs, and meaningful interactions.