Explore brand management further by watching YouTube videos curated for you by the author.

Corporate branding and identity

• How did Carlberg work to change its corporate identity and culture? Presented by the academy of management.

• Philip Durbrow discusses what organizational identity is and how it can affect the activities of a company and how identity influences each aspect of organisational behavior.

• Virgin’s branding strategy and how Branson’s brand built its corporate identity (and what it is!).

B2B branding

• What is b2b branding? This video explains how b2b branding is “shorthand for the [customer’s] total experience” and how brands can develop their b2b branding.

• Caterpillar ads 

Caterpillar ad featuring a tug of war between the company’s machine and Hafthor "Thor" Bjornsson.

• Caterpillar’s tagline is “built for it” and this ad features a cat machines in a china shop.

• Another Caterpillar ad, named Driving Range.