In episode 3 of our 5-episode series, "Extraordinary Brands and How to Build Them," we discuss the associations you want customers to make with your brand, and how to use design to make it happen.

On this episode, Kellogg professor Bobby Calder looks at how great brands define themselves, how stale brands revitalize themselves, and why you should use all your senses when creating a brand image. Channel your inner artist, because it's design time! We discuss clever multimedia campaigns and explore how soundmarks and audio branding can open the door to new brand associations.