https://www.youtube.com/watch?v=cNxTeU4ytsk

This TedTalk explores ‘Self Brand Connections’—consumers’ personal identification with brands. It looks at the ways these connections can impact the actions of consumers, and the extent to which consumers can be impacted by brand image.

 https://www.youtube.com/watch?v=ZJgfi6svfHw

This talk by the CMO of Kate Spade discusses the creation of brand voice and brand promise. It explicates the methods used by brands to create a personal identification between consumers and brands, and how brands can navigate and adjust what they symbolise to consumers.