Pre- Reading

What are we really doing here?

The Original Algorithm of Value

01 Introduction

Watch

How Apple and Nike Have Branded Your Brain

IBM on Brand

Reading

The Brand Ecosystem Model

The Story Universe

The Five Bonds of Loyalty

Discussion

Fierce Loyalty

A New Imperative

Creating Relationships

The Brand Ecosystem Model Introduced

02 Models That Drive Loyalty

Reading

A Big Idea: Big Ideas Don’t Work

Stop Branding and Start Activating

Discussion

Define Your Business Model

Introducing The Customer Journey

03 Measuring Brand Equity 

Discussion

Introducing The Brand Equity Index

Customer Performance Metrics 

04 Activating Customers

Reference Material 

Loyalty Architecture

Strategies and Tactics

Discussion

Brand Attributes that Activate Customers

05 Activating Customers

Reference Material 

Loyalty Architecture

Strategies and Tactics

Discussion

The Customer Activation Cycle

How To Activate Prospects

How to Activate Casuals

06 Activating Customers

Reference Material 

Loyalty Architecture

Strategies and Tactics

Discussion

The Customer Activation Cycle

How to Activate Loyalists

How to Activate Cheerleaders

07 Crafting the Customer Journey

Reading

It’s all Simon Sinek’s Fault

Culture eats strategy for breakfast…

Discussion

Mapping the Customer’s Journey from Prospect to Cheerleader

Arming Cheerleaders with the “Repeatable Thought”