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

• Quick video on change in brand management: this video explores how brands and cults are similar in the behavior they incite.

• As I live it – the extended self. Discover how identity can be developed through attachment to products we consume and how these products become a ‘part of our life’.

• iSnack 2.0 Hitler Downfall parody. Following the launch of iSnack 2.0, one of the most popular “reaction” videos was this parody of Hitler’s reaction adapted from the 2004 German film Downfall.

• Susan Fournier discusses the diverse relationships consumers can share with brands at Boston University, USA. These include how companies can use a “relationship” to keep its customers.

• “Brothers in Paint”: A Practice-Oriented Inquiry into a Tribal Marketplace Culture. This short film explores the “tribal” nature of activities and experiences such as paintball with teams choosing to dress the same to mark themselves as a group.

• TED Talk by Joseph Pine on What Consumers Want. Joseph Pine is the author of Mass Customization.

What do consumers want? How has the commodity and the way we see commodity changed as industrialisation and technology have developed? Joseph Pine discusses the experience economy and how these are driven by companies and sold to consumers.