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

• John Bell of social@Ogilvy talks about how to build a brand that consumers feel passionate about, engage with and recommend products of. How can brands encourage advocacy in their consumers?

• The safety briefing is made a little more interesting by this flight attendant rapping on South West Airlines.

• In 2007, Burger King launched a new ad campaign in the style of a documentary where customers were told that its main item, the Whopper had been discontinued. The campaign was dubbed the Whopper Freakout.

• Kevin Roberts (global CEO of Saatchi and Saatchi) presents this Tedx Talk and talks about how love shapes the world and how we are all living in a super VUCA (vibrant, unreal, crazy and astounding) world. This extends in his approach to branding and advertising.

1. https://www.coursera.org/learn/marketing-digital/lecture/z2L33/digital-concept-doppelganger-brands-part-1

2. https://www.coursera.org/learn/marketing-digital/lecture/HR2W3/digital-concept-doppelganger-brands-part-2

The above two videos are part of a course run at the University of Illinois on digital marketing. Doppelganger Brands are alternative, negative images of brands and Professor John M. Jones discusses how people can now use digital technologies to create negative doppelganger images of brands.