Branding & AI

Branding & AI

Leveraging Technology to Generate Brand Revenue

Chahat Aggarwal
Branding & AI: Leveraging Technology to Generate Brand Revenue

Copyright © Business Expert Press, LLC, 2021.

Cover design by Charlene Kronstedt

Interior design by Exeter Premedia Services Private Ltd., Chennai, India

All rights reserved. No part of this publication may be reproduced,

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First published in 2021 by

Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com

ISBN-13: 978-1-63742-080-5 (paperback)

ISBN-13: 978-1-63742-081-2 (e-book)

Business Expert Press Marketing Collection

Collection ISSN: 2169-3978 (print)

Collection ISSN: 2169-3986 (electronic)

First edition: 2021

10 9 8 7 6 5 4 3 2 1
 To my little brother Akshay,
my parents, and in loving memory of Eddy.
 Description
The book discusses the intrinsic value of what branding is and the vital
role that artificial intelligence (AI) can play in businesses’ present and
future success. The necessity to create noteworthy strategies and maintain
consistency in the growth of brands is credited to adapting to the dynamic
market deeply influenced by ever-growing technology. Brand awareness is
a significant element in the success of businesses in highly competitive and
saturated environments. It describes how branding on an organizational
and personal level is directly proportional to profit and return on
investment, along with how one can measure it. To elaborate, case studies
of successful and unsuccessful marketing strategies of big brands have
been dissected to showcase the impact of brand perception. The book
further transgresses into the role of AI in branding, which can help
companies achieve their highest goals through targeted marketing with
the help of unbiased information gathered by machine intelligence.
It also points out the limitations of AI and the factors to note while
relying on machine versus human capabilities. The future of AI appears to
be evidently intertwined with marketing initiatives, and the sectors most
likely to be impacted have been described in detail.
The book can be used as a tool to translate corporate missions into
execution with an innovative strategy for positive results.

Keywords
marketing strategy; case studies; branding and marketing; artificial
intelligence tools; increase revenue; business growth and principles;
amazon case study; worksheet and templates; tone of voice; brand
personality; mission and vision
 Contents
Review Quotes���������������������������������������������������������������������������������������xi
Preface������������������������������������������������������������������������������������������������� xv
Acknowledgments�������������������������������������������������������������������������������� xvii
Introduction to Branding and AI���������������������������������������������������������� xix

Chapter 1 Branding 101�������������������������������������������������������������������1

Chapter 2 Brand Awareness�������������������������������������������������������������13
Chapter 3 Brand to Business�����������������������������������������������������������23
Chapter 4 Brand ROI���������������������������������������������������������������������33
Chapter 5 Brand Process�����������������������������������������������������������������45
Chapter 6 Brand Champions����������������������������������������������������������69
Chapter 7 Guilty Brands�����������������������������������������������������������������81
Chapter 8 Affecting Perception�������������������������������������������������������91
Chapter 9 Personal Brand�������������������������������������������������������������111
Chapter 10 Artificial Intelligence����������������������������������������������������121
Chapter 11 Artificial Behavior���������������������������������������������������������141
Chapter 12 AI Limitations��������������������������������������������������������������153
Chapter 13 AI Versus Humans��������������������������������������������������������159
Chapter 14 Future of AI������������������������������������������������������������������167

Resources and Workbook����������������������������������������������������������������������175

List of Brand Values����������������������������������������������������������������������������179
List of Brand Personality���������������������������������������������������������������������181
Workbook�������������������������������������������������������������������������������������������183
References�������������������������������������������������������������������������������������������187
About the Author��������������������������������������������������������������������������������189
Index�������������������������������������������������������������������������������������������������191
 Review Quotes
“This is a very informative and well guided breakdown of how to brand your
business. Explained in an easy-to-follow, practicable fashion, this is not your
ordinary business book. This is the book that gives you actual pathways to
generate revenue for your business.”—Ela Martin, CEO, Rebell Studios,
Poland

“This book is the game changer; it gives you the practical know-how of
implementing the right strategy for your business. With case studies for
both successful and unsuccessful marketing for big brands it gives extremely
useful resources and implementation plans.”—Robert D, Global Creative
Consultant, London

“Want a book that explains how branding and AI can grow your business?
This is IT. The author does a great job of keeping the contents easy to
understand, up-to-date with the latest developments, and giving away the list
of AI tools and marketing case studies, all of this while keeping the readers
sane and engaged.”—Vikas Uberoy, Cybersecurity Channel Director,
ANZ, Australia

“If you want to create a brand like Coca-Cola, Amazon, Starbucks, Apple but
don’t know how or have money to hire a professional? This book is the answer
to all your brand, business and A.I. queries to make your company rise to the
top!”—Jaynish Vaghela, Data Scientist, University of Texas, USA
 Welcome to the world of brand
and artificial intelligence, the
future of building efficient revenue
 Preface
From the first footstep that marked humankind’s beginning to this
day and hour, when we are racing to the never-ending yet ever-present
destination of absolute progress and development, we never stopped doing
one thing; evolving. If Darwin talked about evolution in terms of physical
changes to adapt to the changing environment, today, that growth is
in terms of intellect. The fruit of that evolution is visible in the field
of technology, where the magic of the human brain is wielded to ease
our journey to the pedestal of development, the epitome of progress,
hypothetically speaking.
Humans change. However, some traits remain the same. Just like love,
poetry, music, and dance that aged like fine wine and whose glory is still
untouched by the ravages of time, so are the human desires and longings
to be the best, to have the best. If not for that desire, we would still be
out there, hunting and gathering. Our ancestors’ curiosity mingled with
an eye for the best is what fueled this journey. Today, what baffles the
human quest for the best is not the lack of choices but the abundance of
the same. Everyday people, “the potential customers” face an avalanche
of brands and products, all equally eye-catching and glossy. Prada, Dolce,
Coca-Cola, McDonalds, Gucci, and the list goes on.
However, the few names mentioned attract the eye faster than the rest.
There is a reason why they are the first in the never-ending and ever-growing
list. Why, despite the clichéd generation gap, Prada and Gucci mean the
same to a 50-year-old grown-up and a 14-year-old who is growing up.
The key to this is a simple word with a noble suit of armor, branding. Just
like Ptolemy and Antigonus was to Alexander the Great, so is branding
to a business. If the former helped expand the kingdom, the latter helps
develop the business and leave the so-called and much sought after
“mark.” The mark keeps the brand on the topmost shelf of the customers’
minds with a shiny glow that never fails his notice. The “mark” that marks
the product as the best.
xvi Preface

In elementary words, branding is the key that opens the world of

opportunities for a business. To put it better, “branding distinguishes a
product from the terms, highlighting its unique features and leaving
an identifiable impression in the customers’ minds.”
However, every mark needs to be painted with special ink to maintain an
invaluable spot. An ink that is an equal blend of uniqueness and innovation
splashed with intelligence and logic. And, branding is no different. For a
brand to stand out, it needs a well-drawn out and thorough strategy with
a pinch of magic. And, this magic is that extra bit of brain cell, which we
have to use to brace up our brand to stand the test of time and, in the
present context, the aggressive competition that springs like mushrooms
during monsoon.
To get a firm footing in such a competitive environment, we need
strategies that blend intellect and creativity. The same road is taken by the
successful brands that have left a permanent mark.
And today, with technological advancements and progress, it’s
all about prudently employing that technology to make a difference.
That’s where artificial intelligence is added to branding—an epic
blend with the legendary outcome.
 Acknowledgments
First, I would like to thank my colleagues Nivedita, Sandra, and Vidhi who
helped research this book and whose invaluable insights shape this beautiful
study of brand and artificial intelligence. I must thank my mother, Anu
Aggarwal, who constantly reminded me of the importance of quality
writing and made sure I complete this book on time. Her insights on
the structure of the book is what made such a complex topic—easy to
explain. I would like to thank my family and friends who gave me very
useful feedback on the readability and the engagement quotient from a
reader’s point of view and pushing me to do better.
—Chahat Aggarwal
 Introduction to
Branding and AI
To understand the role of artificial intelligence (AI) in branding, a
thorough understanding of branding must be in place. It is more or less
the take-off point of our knowledge and the firm base on which one can
build.
The American Marketing Association defines a brand as

A name, term, design, symbol, or any other feature that identifies

one seller’s goods or service as distinct from those of other sellers.
The legal term for the brand is a trademark. A brand may identify
one item, a family of items, or all items of that seller. If used for
the firm as a whole, the preferred term is a trade name.

In simple words, the brand is the identity that creates a mark that
keeps the firm or the product alive in the customers’ minds. Amidst the
torrent of choices, a lasting brand keeps up the product’s glow in the
customers’ minds and, by default, creating a permanent space in the market
from where it can expand and grow. However, the catch is about juxtaposing
the term “lasting” with the brand. And, when looked through an unfiltered
lens, it can seem like a Herculean task. However, with a strategy filter, it is
clear that creating a lasting brand is all about prudent and wise planning
blended with creativity and innovation. When working toward this end,
the prime place should be given to the customer since; ultimately, it is
a satisfied customer that rockets the brand to a place of success. That’s
where the how, when, and what of branding comes in.
How to satisfy the customer? What is the best strategy to make them
stay? And the answer is straightforward yet complex, just like the Sphinx
puzzle that Oedipus cracked with a tiny bit of sense. The customer visits
when they feel special. When they are treated with a certain level of personal
care adhering to their likes and dislikes, that’s when they feel at home and
xx Introduction to Branding and AI

home, as we know, is where people stay. The next focus is on personalized

customer care, which is where AI makes its entry. It offers a peek into
the future while having a firm footing on the present and a cautious eye
toward the past.
To answer the “how” related to AI, some success stories of certain
brands have made that mark and established themselves as unique and
special.

The Amazing Journey of Amazon

As a firm, Amazon doesn’t need any introduction. Every single human
who has knocked on the door of online shopping and retail must indeed
have met the king of retail whose throne has remained in the zenith of
success for quite a long time. Despite the backbreaking competition, its
position has remained atop, and it doesn’t seem like the global leader in
retail is going to step down any time soon. With its high net worth that
just crossed 170 billion USD, Bezos and Amazon are moving forward
with its unstoppable energy.
Every success will have a story behind it. The key. The reason and,
in a more dramatic sense, the trade secret. And, what is Amazon’s? Apart
from excellent sales and great marketing strategies, what was the extra
ingredient that accelerated its success? And, if it is not yet evident, it is
nothing but the subtle art of employing AI that made all the difference.
They tapped into the vast ocean of advancing technology and reaped the
fruit. They call it “Flywheel.” Their approach to AI fueled their growth
and success and still keeps doing so. In engineering jargon, a flywheel is a
simple tool that stores rotational energy when a machine is not working
at a constant level. It saves the energy that is usually lost while switching
on and off and spreads it to other parts of the machine.
And, the flywheel approach keeps the innovation on track by spreading
the energy and knowledge from one area to another. It’s a fine example of
channeling the power from the matrix to specific parts, thereby powering
up the whole. The innovation around machine learning in one area
enhances the efforts of other teams, who employ this technology to fuel
their products, thereby spreading the innovative streak throughout the
organization. And, to add to this is Amazon was one among the pioneers
 Introduction to Branding and AI xxi

who ventured into the then murky waters of AI, and inevitably, their
courage to think out of the box paid off. And by default, it also enjoys
the advantages that come with the territory of tapping into a field that
experiences growth bursts day by day.
AI connects and maintains the balance between different parts
of the firm. If the technical explanation is hard to comprehend, let
us try to understand it through a very famous name. A name that has
indeed become a household star and the most extraordinary proof that
Amazon has managed to create its mark—Alexa. It was the most incredible
machine learning stunt that was an absolute success. Alexa’s integrations
with Amazon Music, Prime, and personalized product recommendations
round off this picture. Another essential role of AI is how it caters to the
recommendation engine, the primary revenue source, which is a perfect
example of how personalized customer experience powered by AI can take
a brand to the topmost position.
What paved the way for their success was the timely and innovative
use of AI and the willingness to take up the risk of trying out a technology
that was still a half foot present and half foot future. We all know what
happened later; the rest is history.

The Mile Hike of Nike

Who can be a stranger to the smooth “swoosh” and the ringing words
“Just Do It.” True to their essence, they just did it as well. Athletics is all
about sportsman spirit and to rush forward with energy and confidence.
And Nike, being one of the top brands that brought some of the finest
and coolest sportswear, tapped into their spirit for novelty, and it made
all the difference. With AI, they made sure that they have fitted shoes to
top this competition to reach the top place in the market, and they did.
And, with their system that allows customers to design their sneakers
in-store, Nike touches the finish line of personalized service. The trophy
is visible in how Nike’s name spills out during any conversation that lurks
around sports. The cleverness quotient is also intact because the sneaker
designing is more than just a stunt to impress the customers. It helps
to collect a considerable amount of data that can be used by machine
learning algorithms to design future apparel and to deliver personalized
xxii Introduction to Branding and AI

recommendations. Talk about pairing innovation with intelligence, and

it’s evident that Nike has bagged it. And, as it is apparent, AI has equipped
the brand to face any race and retain its position without fail. And, the
brand can shout with its head held high, “Just Do It.”

Success Behind Starbucks

The aromatic cup of coffee with its mesmerizing flavors and old-school
charm and “Starbucks” might have already crossed your mind. Starbucks
uses its loyalty card and mobile app to collect customer data, which can
be productively used to offer personalized customer service. Anyone will
be happy to see recommendations made, especially according to their
preferences while driving into a cafe, and that happiness is widely reflected
in Starbucks’ sales success. It uses predictive analytics to achieve this end,
and also the virtual barista app powered by AI adds a perfect frame to
this picture.
This prudent use of technology helped Starbucks keep up its pace
and place with the avalanche of competition and come out unscratched
and victorious. It is all about strategy and planning and a pinch of
confidence to think out of the box, not very different from the courage
one needs while switching from Frappuccino to Vanilla Latte. The courage
that results in a happy experience, which makes the risk worth it.

Coca-Cola: The King of Soft Drinks Market

1.9 billion drinks, 500 brands, 200 countries. The daunting numbers
aren’t a matter of concern for Coca-Cola because it’s fuel is sourced from
the advancing domain of AI, which smoothens the rough patches and
hard turns. It is with the help of AI that the company keeps a balance
between the multitude of choices and the corresponding amount of data.
They prudently use their vending machines fitted with AI algorithms
that promote drinks and flavors most likely to be preferred in diverse
locations. The company also uses AI in social media to analyze customer
preferences and choices.
Suppose we talk about a company with a long-standing legacy,
Coca-Cola. There would always be a curious question as to how the
 Introduction to Branding and AI xxiii

empire kept standing despite the advent of newer brands and challenging
competition. The answer is as simple as it’s tricky. They upgraded themselves
with time and technology, keeping a sharp focus on the market’s pulse
and customers’ preferences. Their road to success is smooth now because
they put in efforts in the base labor, which is paying off now.
These are very few among the long list of success stories written by
the ink of advancing technologies like AI, making a world of difference in
branding and marketing. AI is no longer a nebulous domain filled with
hazy mazes. It has evolved and is evolving into a promising technology
that can rocket businesses to the top of the market.
 CHAPTER 1

Overview
Branding 101 introduces the reader to the art and science of branding.
A brand is more than just a logo that upholds the values and principles
it caters to. The name and tagline is the brand’s immediate face, the first
sight element that projects the brand to the world. A brand becomes
successful when it succeeds in arousing a certain level of attachment in the
customer, making them return to the product despite the never-ending
list of newer products and brands that sprout in the market like
mushrooms in monsoon. The exploration of the idea of a brand helps in
the evolution of the brand and branding process. The Theory of Brand
Culture is further explained through its offers for an improved model
of business branding. Defining strong brand values allows a brand’s
consumers to measure those values against their own. The fundamental
elements include the brand compass, company culture, name and tagline,
identity, voice and messaging, website, and brand architecture. Brand
architecture is the coordinated system of names, colors, symbols, and
visual language that defines a brand or brands. Maximizing authenticity
with branding can open up the doors to every corner of the world, thereby
becoming the most impactful and cost-effective way to deliver a holistic
branding experience to the target audience.
 Branding 101
Years ago, Aristotle’s footnotes about Tragedy and Drama, most commonly
known among the lovers of literature as “The Poetics,” threw new light
into understanding a genre intricately woven with many complexities.
The most remarkable discovery that enhanced the knowledge was the
central idea of “catharsis.” However, ironic as it sounds, Aristotle never
defined catharsis despite being the defining element of a Tragic play. And
to this day, catharsis is a defining element without a proper definition.
So is a brand. Defining a brand can be quite a nebulous road because of
the amalgamation of different concepts that build up one’s understanding
of the word. And one reason for this is that brand is not a mechanical aspect
displayed into a linear set of terms and sentences or rather a consistent
frame. The brand is about perceptions, and perceptions differ from
person to person, place to place. A brand is the manifestation of the
idea that humans are extraordinarily diverse and view everything through
their customized filter of unique experiences and choices. And this innate
personal element is the source of its growth potential. Despite technological
advances and machines invading the realm of uncertainty, the fact remains
that humans are emotional beings. Tapping into that source is the best
way to capture their attention because when a business or a product can
be free, the personal aspect is still light-years away.

IDENTITY IMAGE BRAND

who you really are who you people
think you are

A brand is one of the company’s most valuable assets. It represents the com-
pany’s face, in the form of a recognizable name, logo, slogan, or an identifying
symbol, mark, word, and/or sentence that companies use to distinguish their
 Branding 101 3

product from others. A combination of one or more of those elements can be

utilized to create a brand identity. The brand is how a company is often
referred to as, and they become the same. A company’s brand carries a
monetary value in the stock market (if the company is public), affecting
stockholder value as it rises and falls. For these reasons, it’s crucial to
uphold the integrity of the brand.
Despite conducting research and analysis to deduce this idea into a
simple definition, one will find oneself stuck in an unknown territory
since customers themselves at times cannot pinpoint or underline a reason
for their preference for a particular brand. And this lack of factual
knowledge is not an empty space or void. Instead, it is a vast space with
opportunities and scope, wherein you can build up newer and better
territories and add in new layers to the understanding of the idea.
And when faced with this dilemma or when in need of a more fixed
idea, it is best to cater to the argument put forth by Marty Neumeier,
author and speaker who defines brand by laying out what a brand is not.
“A brand is not a logo. A brand is not an identity. A brand is not a product.”
He goes on to say that “a brand is a person’s gut feeling about a product,
service or organization.” It is an ideal strategy since striking off the
negatives paves a more straightforward path for the positives.
And as stated previously, this personal element or rather the gut “feeling”
is what creates a pitch for a brand. A brand becomes successful when they
succeed in arousing a certain level of attachment in the customer, making
them return to the product despite the never-ending list of newer products
and brands that invades the market day-by-day. Therefore, we can say that
its effect on the customer can define a brand because it precisely becomes
the customer’s path back to the product.
Another reason for the fuzzy haze surrounding the question, “what is a
brand” is its broad scope that cannot be limited by a fixed definition. The
additions to the idea of a brand eventually help in the evolution of brand
and branding. This fact is attested by the example of using the word “brand”
over the years. From a mere naming tool used by cattle ranchers to the idea
that dominates skyscrapers and sophisticated products, the evolution has
indeed caught up the pace. And there indeed is scope for more. Despite their
temporary nature, brands are business tools that drive commercial value.
4 Branding & AI

Think of any brand that pops up in your head first, whether Apple,
FedEx, or Coca-Cola. For the sake of consensus, let us consider Apple,
given the celebrated brand’s vast popularity and reception.
The Apple logo does not encompass the entirety of the idea of a
“brand.” It turns out the Apple brand is not anything in the real sense
of the word. You cannot hold it, see it, or touch it. But that does not
negate the fact that its brand is the single most valuable thing owned by
the company. This “brand” is the reason why you cannot pay or even
convince a good majority of apple users to taste or try another brand.
Innovation, forward-thinking, flawless experience of the Apple brand has
become an inextricable part of a legion of devoted followers’ identities.
For this reason, its brand is its ultimate competitive advantage. Nothing
else can match its stride.
A strong brand improves the possibilities of customers choosing
your product or service over your competitors. It not only attracts more
customers, but it also lowers the cost per acquisition.
A brand is more than just a logo, it is an embodiment of the most
profound principles and values that a brand wishes to convey itself as a
representative. And hence, deserves rigorous focus.
Building nonoscillating brand values
How does a single brand have such an impact?
The answer lies in our core—according to anthropologists, humans
are hungry for meaning. People use various symbols and structures to
build an ever-evolving sense of self. Some of that purpose and meaning is
coming from the brands.
Theory of Brand Culture provides a deeper insight. It states that
the old model of branding, based on building an external, fictional,
brand image, is no longer relevant. People today want honesty and real
connection.
Theory of Brand Culture offers an improved model of branding.
It proposes that a brand may work like a culture, in the anthropological
sense of the word. It uses the Clifford Geertz definition of culture,
which is:
“A historically transmitted pattern of meanings embodied in symbols,
a system of inherited conceptions expressed in symbolic forms by means of
 Branding 101 5

which [humans] communicate, perpetuate, and develop their knowledge

about and attitudes towards life.”
What does it signify? Well, let us take an example. Suppose a
culture—say Hopi Indians—is deep-rooted in a core set of values.
A custom of viewing the world, and a way of acting in the world that
continues unmodified. This culture has survived hundreds of years of
occupation, first by Spaniards and then followed by Americans, all this
ought to be credited to the values that have remained consistent. But the
same should not be equated to stagnation. The Hopi culture has morphed
sufficiently enough to be able to adapt to the gusts of change.
Theory of Brand Culture extends the same philosophy to brands.
Based on anthropologists’ studies on consumers, this is exactly how a
brand should operate. By building brand values that happen to be uniform
throughout, a brand allows consumers to contrast those values against
their own. When consumers find a brand that compliments their moral
fabric, they willingly associate with it. It works fairly similarly with
employees.
This is why a brand isn’t just a producer of goods and services
exclusively. The trend of brands upholding specific principles and
values—values that sincerely accelerate every action and conversation,
both inside and outside of the brand, has marked its arrival. The trend often
reveals itself in a multitude of brand experiences that have successfully
displaced the older advertising campaigns.
To better understand why your brand is so valuable, let’s start by
breaking down its fundamental elements.
The fundamental elements include the brand compass, company
culture, name and tagline, identity, voice and messaging, website, and
brand architecture.

Brand Compass
The brand compass shows the direction discerned during the
strategy phase, thereby helping a company navigate smoothly—it
comprises five elements; Purpose, Vision, Mission, Values, and Strategic
Objectives.
6 Branding & AI

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Company Culture
Company culture is the fruit of an idea based on core values and principles
that act as lamps on your brand’s journey to success. It is a spirit of
collective purpose where diverse individuals breathe as one whole with
a sole aim. At its deepest level, company culture drives the employees to
work with motivation and determination to act as ambassadors and flag
bearers of the brand.

Brand Personality
Brand Personality is the streak of unique elements that make its canvas
one of a kind. It is the spectrum of thoughts and ideas, and patterns that
 Branding 101 7

define a brand at an individual level. It is the key that opens the door
to healthy personal relationships with the customers who can identify a
particular brand through the connection aroused by its personality.

Brand Architecture
Brand architecture is the coordinated system of names, colors, symbols,
and visual language that defines a brand or brands. Superior and advanced
brand architecture has its foundation on thorough research to enhance
customer experience, and it has to it a particular intentional and intuitive
element. Brand architecture systems can be classified as either monolithic,
endorsed, or pluralistic. The monolithic brand architecture comprises a
particular master brand and multiple sub-brands. Endorsed and pluralistic
include parent brands with varying relationships to the divisions over
which they preside.

Name and Tagline

Name and tagline is the brand’s immediate face, the first sight element
that projects the brand to the world, and therefore, it should be treated
with utmost care. Naming a brand is not a random process. Instead, much
planning, brainstorming, and creativity go in to put forth a name that
appeals to the potential customer and captures his attention. The complicated
nature of creating words and taglines is a testament to their importance.
A firm name conveys a brand’s unique value propositions, differentiating
it from the competition and leaving a strong impression.

Brand Identity
In simple words, compare the brand identity to that masterstroke of a
paintbrush that differentiates a mediocre painting from a masterpiece.
A brand identity is more than just a logo but a nutshell that holds within
the rich riot of the most profound principles and values upheld by a
brand. A brand’s identity is the nonerasable mark left by it. It is connected
to the visual element, the sense that appeals to a mind before any other.
8 Branding & AI

Voice and Messaging

Voice is what distinguishes and highlights your brand amidst the noise
of the world. It is the humanizing factor that creates a strong connection
with the customer, turning the brand into an identifiable one. Voice
conveys the brand’s purpose, promise, and personality in various ways,
whether via advertising, marketing collaterals, or website copies. As long
as the customer can recognize your brand just like one recognizes an old
acquaintance, you can be sure that the “voice” has been heard and the
message conveyed.

Brand Website
The website of a brand is the platform where the brand is viewed and
experienced with increased clarity. Compelling content and appealing
design are the factors that fuel a website to bring the brand to the
forefront. With the advent of technology, websites are no longer confined
to the desktop. Instead, they open up the world of the brand in every corner
of the world, thereby becoming the most impactful and cost-effective
ways to deliver a holistic branding experience to your target audience.
A Brand can be viewed as a polychromatic resultant of profuse
classic sociology theories: functionalism, conflict theory, and symbolic
interactionism.

• Functionalism: This as a theory of society underlines the

structures that create the society and emphasizes interrelationships
that hold the society as an organism of its own, in a stable
state. It suggests viewing every group phenomena as an act of
holding the society together in some way and looks for the
role that phenomena play. Successful brands play a role in
gluing society together, for example, Starbucks.
• Conflict theory: First purported by Karl Marx, it is a theory
that views society from a singular pinhole of perpetual conflict
because of competition for limited resources. It identifies
with domination and power as a way to maintain social order,
instead of consensus and conformity. It states that social
phenomena are part of a struggle between exploiter and
 Branding 101 9

exploited; brands are thought to be putting wool over the

lower classes’ eyes by instigating wants and hence distracting
them from their true circumstances.
• Symbolic interactionism: This develops from the interplay
between the essential self and the socially constructed self (the
“I” and the “me”). It posits the notion of people’s particular
utilization of dialect to designate images and ascribe normal
implications, for deduction and correspondence with others
in specific circumstances. Brands mediate between these two
by serving as carriers of identity and meaning.

Ultimately, what matters is not the “what” part of the question but the
“why” and “how.” As long as we answer that, we are halfway through the
journey with finesse. To simplify this a bit further, let us draw a parallel
between a brand and a story’s plot. In a story, the plot is a defining element
catering to the how, when, where, and why. Similarly, a brand is this
defining element that provides a strong connection literally and meta-
phorically when it comes to a business. Brand simultaneously is one and
a whole. And as long as we comprehend this idea, the haze would finally
shift, and we will be able to move through the smoke with better clarity.
10 Branding & AI

Key Takeaways
1. A brand is not an exact science. It is an exhibition of the idea that people
are very different and view everything through their own customized
filter or perspective. These emotions form a specific connection or loyalty
toward a particular product or service.
2. A brand is defined as an identifying symbol, mark, logo, name, word,
and/or sentence that companies use to distinguish their product from
others.
3. A brand is all about perception. A brand is a common perception
people have developed through direct or indirect interactions, about an
organization/products and/or its services.
4. Despite their intangible nature, brands are business tools that drive
commercial value. It refers not only to the sales and partnerships it brings
in but is developed as an asset, which you can find in the financial sheet
of a company as “Goodwill.”
5. A strong brand improves the possibilities of customers choosing your
product or service over your competitors. That happens because of their
ability to connect with their target audience via their brand identity/
personality/experience.
6. The fundamental elements of branding include—the brand compass,
company culture, name and tagline, identity, voice and messaging,
website, and brand architecture.
7. A brand compass is a priceless instrument for outlining a path to your
brand’s success. It ensures consistent messaging and identity across all
touchpoints. A brand compass shows the direction discerned during the
strategy phase, thereby helping a company navigate smoothly—it comprises
five elements; Purpose, Vision, Mission, Values, and Strategic Objectives.
8. Company culture is the fruit of an idea based on core values and
principles that act as lamps on your brand’s journey to success. It’s how
employees feel regarding their work, the values they believe in, where they
see the business going and what they are doing to get it there.
9. Brand personality is the spectrum of thoughts and ideas, and
patterns that define a brand at an individual level. It is a set of human
characteristics assigned to a particular brand so that the consumer can
 Branding 101 11

relate to it. Having a uniform set of traits that a targeted user segment
can enjoy drives up brand equity in the market.
10. Brand architecture is an orderly formation of the company’s collection of
brands, sub-brands, and offerings. Its formation systems can be classified
as either monolithic, endorsed, or pluralistic.
11. The monolithic brand architecture (also known as Branded House)
comprises a particular master brand and multiple sub-brands, for
example, for FedEx (FedEx Corporation, FedEx Freight, FedEx Trade
Networks, FedEx Ground).
12. The endorsed brand architecture comprises different and unique product
brands connected collectively by an endorsing parent brand, for example,
Apple (iPad, iTunes, iPhone, iCloud).
13. Pluralistic brand architecture (also known as the house of brands) is
a group of apparently independent products, all recognized in their
respective demands but limited to none visible connection to the primary
­parent brand, for example, P&G (Tide, Gillette, Oral-B, Old Spice).
14. A firm name conveys a brand’s unique value propositions, differentiating
it from the competition and leaving a strong impression.
15. A brand’s identity is simply how your brand looks. It is connected to the
visual element, the sense that appeals to a mind before any other. The
colors, font, design, shapes all fall under a brand identity.
16. Voice conveys the brand’s purpose, promise, and personality. The tone of
voice and the messaging pull your consumers to understand what you
offer and why they need you.
17. The website of a brand is the platform where the brand is viewed
and experienced with increased clarity. Compelling content and
appealing design are the factors that fuel a website to bring the brand
to the ­forefront.
 Index
Letter ‘f ’ and ‘t’ after locators indicate figure and table, respectively.
Aaker model of brand equity, 33, 37 marketing and branding, 164,
brand associations, 37 172–173
brand awareness, 37 memory, 162
brand loyalty, 37, 40 nature, 162
perceived quality, 37 AI future
proprietary assets, 37 AI in business growth, 168
Absolut Vodka, 107 and customer service, 170, 174
Accenture Multimedia Advertising and marketing, 169, 172–173, 174
Platform (AMAP), 132 role in content writing, 170–171,
Accenture, 132, 133 174
Adidas, 86 role in design, 172
AI. See artificial intelligence and sales, 169, 174
AI and Ad personalization AI limitations
connecting with right audience, cost barrier, 154–155, 157
130 creativity issues, 155, 157–158
customer experience and failure to upgrade and evolve, 155,
satisfaction, 130 157
AI and advertising lack of human element, 155, 157
advertising platforms, 127–128 unemployment issues,
audience-specific advertising, 155–156, 158
129–130 Airbnb, 54
importance of advertising, 127 Alexa, xxi, 151
performance and cost, 128 algorithm, 169
AI and cost reduction Amazon, xx, 62, 125, 135, 169
automated workflow, 126, 139 American Marketing Association, xix
data analysis, 126, 139 Ancestry, 81
streamlined customer service, Apple, 4, 11, 28, 49, 135, 136, 137
126, 139 “Apple tax”, 28
AI and humans Aristotle, 2
AI dominance in, 161 Articoolo, 171
AI failures, 164 artificial behavior
AI impact on human world, AI and brand awareness, 146–147,
162–163 148, 150
AI vs. human intelligence, 160, AI and customer care, 149
163, 166 AI and human emotions, 144–145,
exploration vs. exploitation in, 163 149
“human filter”, 161 AI and marketing and advertising,
learning, 162 147, 149
machine perfection vs. human AI awareness, 146
creativity, 161 AI role in brand building, 148
192 Index

personalized experience and fast Baltika, 104–105

solutions, AI role in, Bezos, Jeff, xx, 113
148–149, 152 BMW, 138
role of AI and consumer behavior, brand, 1, 4, 19. See also brand
144–146 awareness; brand equity;
artificial intelligence (AI), xx, xxi, brand process’ “Guilty
141. See also AI and humans; Brands”; perception,
AI future; AI limitations; consumer and brand
artificial behavior as a business tool, 10
and advertising, 127–130 associations, 37
Amazon, xx–xxi benefits, 25f
Coca-Cola, xxii–xxiii branding benefits, 26–29, 30, 35f
data analysis and cost reduction, building vs. marketing
126 activation, 58t
definition, 122, 139, 147 building, steps in (BrandZ
“flywheel approach”, xx model), 39
importance of, in business, and classic sociology theories, 8–9
123–124, 124f, 139 and customer, xv
managing ads, 133–135 definition, xix, 2, 3, 10
marketing, benefits in, 130f fundamental elements, 5–8, 10
Nike, xxi–xxii “lasting”, xix
role in content marketing, loyalty, 37, 49
131–132, 139 and the “mark” of, xv, xix
role in data analysis, 132–133, 139 marketing channels, 67
Starbucks, xxii name, importance of, 24
targeted marketing strategies, perceived quality, 37
124–125 and perceptions, 2, 10, 13, 28, 91
technology landscape, 122f, 139 personalized customer
tools of, 136–138 experience, xix
Artificial Intelligence Tools and price, 25
Articoolo, 171 proprietary assets, 37
deep learning, 137 Theory of Brand Culture, 4–5
fitness advisor, 136–137 and trademark, xix
Keyword Country, 171 valuation, importance of, 37
LSI Graph, 171 value, 1, 5, 19, 55, 58, 59
machine learning algorithm, brand architecture, 1, 7, 11
136, 137 systems classification, 7, 11
Pencil, 136 brand asset valuator (BAV) model of
Phrasee, 136 brand equity
Quill, 171 differentiation, 38
Rosebud, 135 esteem, 38
Synthesia, 135–136 knowledge, 38
Twinword, 171 relevance, 38
WordAI, 171 brand association, 37, 110
Wordsmith, 171 brand awareness, 13, 37, 41, 49, 52,
asset, 2, 37 69, 104, 146
Audi, 48 brand consistency, 18–19, 22

brand perception, and steps in, 15
brand recall, 16, 21
brand recognition, 16, 21
building, 16–17, 21
Chahat’s evolution of brand
theory, 19
and Coca-Cola in Mexico, 17–18
definition, 13, 20, 21
Dove and brand consistency, 19–20
message consistency, 17, 21
brand awareness, types
aided awareness, 16, 22
top of the mind awareness, 16, 22
brand building and ROI, qualitative
measurements
culture value, 41, 44
customer value, 40, 43
financial value, 40, 43
process value, 41, 44
brand champions
Brand Drift, 69, 70
branding and power of emotions,
72–73, 79
Cadbury, 76–77
Carlsberg, 70, 79
“Conscious Branding”, 73, 80
“Conversational Marketing”, 69,
70f, 70–71, 79
Ford, 74
Hafod Hardware, 75
honest branding, 74–75, 80
issues with brand, 76–78
Nike, 74, 75, 80
P & G, 72, 79
SELCO, 77
Simmons and Co., 73, 80
social media content, relevance of,
75–78
Tesla, 71, 79
brand compass, 1, 5, 10
elements, 5, 6f
“Brand Damage-It’s Personal”, 116
brand development, 52f
brand drifting, 69
brand elements
brand architecture, 7, 11
brand compass, 5, 10
brand identity, 7, 11, 27, 50f
Index 193
brand personality, 6–7, 10–11, 50f
company culture, 6, 10
name and tagline, 7
voice and messaging, 8, 11
website, 8–9, 11
brand equity, 33, 101. See also brand
equity models
Aaker model, 33, 37
brand asset valuator model, 33, 38
brand pyramid and brand building,
52–56
brand pyramid and brand equity
building, 52f, 66
brand valuation, importance of, 37
BrandZ model, 33, 38–39
data sources for assessing, 38
definition, 36
importance of, 36
Keller’s model, 51
models, 37–39
perspectives of, 36
brand equity models. See also brand
equity
Aaker model, 37
brand asset evaluator model, 38
brand pyramid and brand building,
52–56
BrandZ model, 38–39
Keller’s model, 51
purpose of, 51
brand equity perspectives
customer based, 36–37
financial, 36
brand essence, 56
brand experience, 50f
brand feelings, 53
brand identity, 1, 3, 7, 11, 27, 50f,
52, 57, 60, 67, 111, 112
elements, 57
brand image, tools for measuring
projective techniques, 109
qualitative techniques, 109
brand imagery, 53
brand loyalty, 37, 40, 49, 100
brand marketing
brand building vs. marketing
activation, 58t, 67
channels, 67
194 Index
marketing communication, 57–58
relevance of, 57, 60
brand mission, 56
brand objective, 52f
brand performance, 53
brand persona, 55, 64–65
brand personality, 6–7, 10, 11, 18,
50f, 51, 92
brand pillars, 56
brand positioning, 55, 65, 69
brand process, 46f, 61–67
brand and consumer, two-way
communication, 50
brand copying, issues with, 47
brand experience, 50f
brand symbols/logos, 47
brand territory and IPR, 48
choice of colors, 48
components, 50–58
customer-centric product, 48–49
emotional tie with customers, 49
Keller’s brand equity model, 51, 59
marketing channels, 67
minimalism in branding, 48
mission statement, 61–62
PCS mantra for logo, 47–48
role of employees and own media
in, 49, 59
selling proposition, 62
slogan length, 48
tone of voice, 62–63
trends in, 47
word of honor, 49
brand promise, 56
brand pull, 29
brand pyramid, 52f, 66
brand building, 52
brand feelings, 53
brand identity, 52, 59, 60, 67
brand meaning, 52–53
brand resonance, 53–54, 59
brand response and categories, 53
brand sentiment, 54–56
brand recall, 13, 16
brand recognition, 13, 16
“brand religion”, 106
brand resonance, 53–54
brand response, 53
brand ROI, 43
brand equity importance, 36
brand equity models, 37–39
brand equity perceptive, 36
and brand equity, 36
brand valuation and importance,
37
and brand-building, qualitative
measurements, 40–41, 43
and branding, ROI generation,
40–41
Comcast, 42, 44
and costs, 35–36, 43
and decision making, 35
Millar, 41–42, 44
“opportunity cost”, 36, 43
brand sentiment/experience
brand persona and benefits, 55, 59,
64–65
brand positioning, 56, 59, 65
brand value, 55, 59
brand voice, 55, 62–63
core brand message and benefits,
56, 65
brand strategy
brand pyramid and brand building,
52–56, 66
definitional questions for, 51
importance of, 50–51
Keller’s brand equity model, 51
tenets in, 51
brand switch, 96
brand value, 1, 5, 19, 55, 58, 59
brand voice, 55
brand website, 1, 8–9, 11
purpose of, 8
Brand Z model of brand equity
brand building, steps in, 39
brand equity assessment tools, 38
branding, xv, 4, 23, 26, 27, 46, 50,
58, 69, 75, 83, 85, 91, 146.
See also brand; branding 101;
brand process; perception,
consumer and brand; personal
branding
benefits, 26–29, 35f
brand benefits, 25f
brand definition, xix

brand name, importance of, 24, 30
business, 1
channels, 34f, 34–35
“Conscious Branding”, 69, 73
and consumer decision making, 23
cultural branding, 105–106, 110
definition, xvi
emotional branding, 106, 110
honest branding, 74–75
and “mark”, xv
mind-share branding, 105, 110
and power of branding, 72–73
and ROI generation, 40–41, 42,
43–44
sensory branding, 107, 110
Theory of Brand Culture, 4–5
viral branding, 106–107, 110
branding 101. See also brand;
branding; marketing
brand and sociology theories, 8–9
brand definition, 2, 3
brand elements, 5–11
Theory of Brand culture, 4–5
branding benefits, 30
competitiveness, 27, 30–31
crisis mitigation, 28, 21
demand and supply, 28–29, 31
easy advertisement, 27, 31
employees, 29, 31
investment, 28, 31
recognition and image, 26, 30
revenue, 27–28, 31
trust, 27, 31
branding process, components in
brand identity, 52, 57, 67
brand marketing, 57–58
brand strategy, 50–56
Brown, Millward, 38
Budweiser, 104–105
Buffett, Warren, 89
business branding, 1
business growth and principles
brand awareness, 16
brand benefits, 25f
branding benefits, 26–29, 30, 35f
marketing strategy, xx, 17–18,
19–20
buying behavior
Index 195
and AI
buying decision process, 96–100
complex, 94, 108
culture influence on, 92–93
definition, 93–94
habitual, 94, 108
Howard’s consumer buying
decision, categories of, 94–96
social status, 93
variety-seeking, 94, 108
buying behavior, variants of
complex buying behavior, 94, 108
habitual buying behavior, 94, 108
variety-seeking buying behavior,
94, 108
buying decision process, stages in
alternatives evaluation, 98, 109
information search, 97–98, 109
postpurchase behavior, 99–100,
109
postpurchase evaluation and
cognition, 100–103
problem recognition, 96–97, 109
purchase decision, 99, 109
Carlsberg, 70
case studies
Adidas, 86
Amazon, xx–xxi
Ancestry, 81
Cadbury, 76–77, 78, 80
Carlsberg, 70
Coca-Cola, xxii–xxiii, 17–18
Comcast, 42, 44, 47
Dolce & Gabbana, 85
Dominos, 86–87, 136
Dove, 19–20
Estee Lauder, 84
Ford, 74
Gillettee, 81, 82
H & M, 83
Hafod Hardware, 75, 80
Iceland, 81
Instant Teams, 133–134
InteriorDefine, 134–135
Manzoni, 132–133
Mastercard, 87
McDonalds, xv, 48
196 Index

Millar, 41–42, 44 customer value, 40

Misguided, 85 customer/consumer, xix, 3, 16, 27.
Netflix, 137 35, 39, 45, 49, 53, 58, 73, 91,
Nike, xxi–xxii, 74–75 114, 124, 130, 143, 148, 173.
P & G, 11, 69, 72 See also perception, consumer
Pepsi, 86 and brand
Rio Olympics 2016, 72, 79 and brand awareness, 13, 16
SELCO, 77, 78, 80 and branding, xvi
Sephora, 137 buying decision process, stages in,
Simmons & Co., 73 96–100
Starbucks, xxii, 8, 69, 92, 106, 137 customer value, 40
Tesla, 61, 69, 71 decision making, 24–25, 91, 143
Tomorrow Sleep, 131–132 existing vs. desired state, 97
catharsis, 2 information sources, 97
Chahat’s evolution of brand theory and the “mark” of a brand, xv
(CEB theory), 19 and personalized customer care, xx,
Chaplin, Charlie, 160 xxi, 170
chatbots, 88, 90, 124, 137, 140, 141, purchase decision and categories, 99
152, 169, 174 customer-based brand equity (CBBE),
Chesky, Brian, 54 51
Coca-Cola, xv, xxii–xxiii, 16, 17–18,
92, 106 Darwin, xv
Comcast, 42 Data Monetization Engine, 132
company culture, 1, 6, 10 Dell computers, 105
“Conscious Branding”, 69 desired state, 97
consumer behavior Disney, 92, 106
definition, 142, 150 Dolce & Gabbana, 85
economic model of, 143, 150 Dolce, xv
learning model of, 143, 150 Dominos, 86–87, 92, 136
Nicosia model, 144, 151 Dove, 19–20
psychoanalytic model of, 143, The Campaign for Real Beauty, 20
150–151 Dove Beauty Bar, 19
role of AI in, 144–146 Dove Face Test campaign, 19
sociological model, 144, 151 message consistency, 19
consumer decision making, 23, 24–25 “real women” in advertisements, 19
brand benefits, 25f
brand name in, 24 Elliott, Timo, 162
branding benefits, 26–29, 30–31 endorsed brand architecture, 7, 11
price and, 25, 30 Estee Lauder, 84
purposes for purchase, 25–26, 30 existing state, 97
“Conversational marketing”, 69, 70f
Corporate Social Responsibility
Facebook, 104, 128, 135, 137, 139
(CSR), 80, 89
FedEx, 11
culture value, 41
Ferriss, Tim, 113
culture, 4–5
financial value, 40
customer care
Ford, 74
personalized, xx, xxi
FortyFiveSearch, 134–135
role of AI in, xx
Freud, Sigmund, 143, 150
 Index 197

Gartner, 149 income effect, 143

Gary, V., 113
Gates, Bill, 113
Geertz, Clifford, 4
Gillette, 81, 82
globalization, 24, 30
Google AdWorks, 133
Google Navigation, 151
Google, 107, 119, 133, 136, 169
Gransky, Lisa, 79
Gucci, xv
“Guilty Brands”, 81
audience sentiments, 88, 90
bad publicity, 88
cheap marketing, 88
guilty of colonism, 84, 89
guilty of ethnic stereotyping, 85, 89
guilty of faking it, 86, 89
guilty of ignorance, 86, 90
guilty of racism, 83, 89
guilty of romanticizing slavery,
83–84, 89
guilty of unsustainability, 85, 89
misanthropic philanthropy, 87, 90
miscalculated marketing, 86–87, 90
social responsibility marketing,
82, 89
Instagram, 87, 102, 128, 139
Instant Teams, 133–134, 140
Intel, 92
intellectual property rights (IPR), 48
InteriorDefine, 134–135, 140
Investopedia, 13, 20, 122
Jet Blue, 61
Jobs, Steve, 113
John Lewis, 75, 92
Jung, Carl Gustav, 154
“Just Do It”, xxi
Keller pyramid. See brand pyramid
Keller, Professor Kevin Lane, 51
Keller’s brand equity model, 51
Kellogg’s Cornflakes, 107
Keyword Country, 171
Kit Kat, 92
leadership, 115, 120
LinkedIn, 62
Linne, Larry, 116
LSI Graph, 171
LucidPress, 19

machine learning, 132, 136

H & M, 83
Manzoni, 132–133, 140
Hafod Hardware, 75
“mark”, xv
Hard Times, 160
marketing strategy, xx, 146. See also
Harley-Davidson, 49, 106
brand process; marketing
Harvard Business Review, 149
brand name, importance of, 24
Honda, 93
brand valuation, importance of, 37
Hotmail, 107
branding channels, 34f, 34–35, 67
Howard’s consumer buying decision,
Coca-Cola, 17–18
categories in
digital marketing, 128, 132, 170
complex buying behavior, 95
Dove, 19–20
dissonance-reducing buying
targeted, 124–125
behavior, 95–96
marketing, xx, 8, 18, 24, 27, 29, 35,
routine response programmed
36, 37, 40, 43, 45, 55, 67, 69,
behavior, 94–95
70, 73, 81, 86, 88, 92, 98,
variety-seeking buying behavior, 96
106, 124–125, 128, 132, 146,
Hubbard, Elbert, 156
147, 149, 170, 172–173
MarketMuse, 131
IBM Watson, 136, 164 Marks and Spencer, 92
IBM, 135 Marrone, Michele, 133
Iceland, 81 Mary, Karl, 8
198 Index
Mastercard, 87
McCarthy, John, 122, 147, 151
McDonalds, xv, 48, 92, 106, 116
Mercedes Benz, 93
Mexico, 17, 18
micro-influencer, 116
Microsoft, 135
Millar, 41–42
Misguided, 85
mission, 5, 56, 61, 92
monolithic brand architecture, 7, 11
Morgan, Blake, 146
Musk, Elon, 113
name and tagline, 1, 7, 61–62
Naturals Ice Cream, India, 92
need recognition, 97
Netflix, 92, 125, 137, 169
Neumeier, Marty, 3
Nicosia model, 144, 151
Nike, xxi–xxii, 61, 74, 105, 106
Oracle, 47
P & G, 11, 69, 72, 92
Patel, Neil, 113
PayPal, 62
Pencil, 136
Pepsi, 86
perceived quality, 37
perception, consumer and brand
brand and consumer behavior,
factors affecting, 92–93
brand equity, 108
brand identification, 105
brand image, tools for measuring,
109
brand uniqueness, measurement
of, 104
buying behavior, definition, 93–94,
108
buying behavior, variants in, 94
buying decision process, 96–100
consumer group discussion and
online brand forum, 101
cultural branding, 105–106, 110
customer surveys, 101–102
emotional branding, 106, 110
Howard’s consumer buying
decision, categories in, 94–96
marketing and human senses, 92, 108
mind-share branding, 105, 110
opinion tracking, 104
postpurchase evaluation and
cognition, 100–103
product availability, 104–105
product quality, 104
sensory branding, 107, 110
social media tracking, 102–103
viral branding, 106–107, 110
word-of-mouth branding, 103
personal branding
definition, 112
first-movers, 112–113, 119
importance of, 112, 114, 115, 119,
120
industry leaders, 113, 119
and people, traits of, 113
personal marketing methods, 116f
role of internet in, 116–117, 119
steps, 113f
tips for building, 117–118
personalization, 129
Phrasee, 136
Plato, 161
pluralistic brand architecture, 11
“The Poetics”, 2
postpurchase behavior
cognitive dissonance, 100
consumer group discussion
behavior and online brand
forums, 101
customer surveys, 101–102
dissatisfaction, 100
satisfaction, 99–100
social media tracking, 102–103
Prada, xv
price effect, 143
process value, 41
proprietary asset, 37
purchase decision
brand decision, 99
payment method decision, 99
quantity decision, 99
timing decision, 99
vendor decision, 99
 Index 199

Quaker, 26 substitution effect, 143

quick purchase, 94 Sun Microsystems, 47
Quill, 171 Synthesia, 135–136
systems model. See Nicosia model
“—“Record”, 136
return on investment (ROI), 31, 35, 43 technology, 24, 30, 142, 154
Rosebud, 135 TED, 61
routine response programmed Tesla, 61, 69, 71
behavior Theory of Brand Culture, 1, 4–5
extensive decision making, 95 Tide, 105
limited decision making, 95 Tomorrow Sleep, 131–132, 139
Tone of voice, 62–63
Toyota, 28, 93
Sainsbury’s, 92
trade mark, xix
sales, 28, 169
trade name, xix
search engine optimization (SEO),
Turing, Alan, 122
171
Twinword, 171
Sephora, 137
Shakespeare, 24
Uber, 164
“Share a Coke”, 17
Under Armor, 136–137
Simmons & Co., 69
Singapore Airlines, 107
Van Gogh, Vincent, 34
Siri, 136
Virgin Holidays, 136
Snapchat, 128, 139
vision, 5, 92
social animal, 142
voice and messaging, 1, 8, 11,
social media, 17, 19, 21, 42, 54, 57,
61–62
70, 74, 75, 78, 80, 85, 87, 88,
Vonage, 107
102, 103, 109, 117, 125, 127,
129, 139
sociology theories and brand WalMart, 105
conflict theory, 8–9 WordAI, 171
functionalism, 8 Wordsmith, 171
symbolic interactionism, 9 WPP, 38
Southwest Airlines, 105
Spotify, 137 Yahoo!, 18
Starbucks, xxii, 8, 69, 92, 106, 137 YouTube, 18
stimulus, 97 Yudkowsky, Eliezer, 167, 168
commercial, 97
non-commercial, 97 Zimmerman, Annette, 149
social, 97 Zuckerberg, Mark, 113