Brand Strategy
Brand is not a logo. It is a system: archetypes, voice, naming, identity, brand books, distinctive assets (Byron Sharp), Ehrenberg-Bass science, brand vs demand, brand tracking, and the founder-brand era of 2025.
Start here. No prior knowledge needed.
Brand Strategy 101
Strategy is what you do AND what you choose not to do.
9 minBrand vs Marketing vs Advertising
Three words people use interchangeably. They are not the same.
6 minBrand Archetypes (Jung's 12)
Why every great brand fits one of 12 archetypes Jung identified a century ago.
10 minBrand Pillars
The 3 to 5 promises your brand actually keeps.
10 minTrademark & Brand Protection Basics for Marketers
The trademark basics every marketer needs before falling in love with a name, why 'TM' and 'R' mean very different things, and real brands that had to rebrand after getting this wrong.
5 minBuild on the fundamentals.
Brand Naming
Why Tesla beat Better Place. The architecture of memorable names.
9 minVisual Identity Systems
Logos, colors, type, and the system that ties them together.
11 minBrand Voice Systems
The doc that keeps your tweets and your TOS sounding like the same brand.
10 minBuilding a Brand Book
What goes in, what does not, and how to make it actually get used.
10 minDistinctive Brand Assets
Byron Sharp's insight: brands grow by being recognizable, not by being different.
10 minHow Brands Grow (Ehrenberg-Bass)
The empirical science of brand growth. Most of what you believe about marketing is wrong.
11 minRebrands: When and How
When a rebrand is the right move, and when it is corporate vanity.
10 minBrand Tracking
Awareness, consideration, preference. The KPIs brand teams report to the board.
10 minEmployer Brand
The under-taught discipline that decides who you can hire, and how to build it deliberately.
9 minMicro-Community Branding: Building Belonging at Small Scale
Master the art of building tight-knit communities that drive trust and advocacy at scale.
6 minPersonal Brand vs Company Brand: When the Founder IS the Brand
Some founders become the brand itself: Elon at Tesla, Warren at Berkshire. Learn when founder brand works, the risks it carries, and how to build it without killing your company.
6 minSonic Branding & Audio Identity
Why the sounds your brand makes, a chime, a jingle, a two-note sting, drive recall as hard as your logo, and how to design a sonic system instead of just commissioning a jingle.
5 minCultural Branding Across Generations: Gen Z, Gen Alpha, and What Comes Next
Geography is not the only axis a brand must adapt across. Learn what actually changes generation to generation and the early signals on Gen Alpha as they enter the market.
6 minTactics for experienced marketers.
The Brand vs Demand Debate
60/40 split, Les Binet, the long and the short of it.
11 minBrand Equity Measurement
Putting a dollar value on brand.
12 minB2B Branding
Why B2B brand is now table stakes, not optional.
9 minFounder Brand as Distribution
Why founders go viral on LinkedIn while their company accounts struggle.
9 minBrand Crisis Management
The 24-hour playbook every brand needs, and will not use until it is too late.
10 minCo-Branding
Lego x Adidas, Spotify x Starbucks: the partnership math and what makes co-brands work.
11 minBrand Building in the AI Era: Visibility When AI Answers Replace Search
How to build brand equity when discovery happens inside ChatGPT and Perplexity, not Google.
6 minNarrative Transport in Brand Storytelling
Cognitive mechanisms of brand storytelling: how narrative frameworks bypass consumer skepticism.
6 minGlobal Brand vs Local Brand: The Standardisation vs Adaptation Debate
When brand consistency collides with local relevance, how do you decide? Learn the standardisation spectrum and the CAGE framework for choosing between global scale and local connection.
6 minBrand Guidelines Enforcement at Scale
Writing a brand book is the easy part. This lesson covers the harder problem: enforcing it once dozens of teams, freelancers, and agencies are producing content every week.
7 min