Are you tired of using pricing as the main tool to win customers and compete with the competition? In this episode, you will learn from Sheznie, a brand and marketing manager with over 30 years of experience in various industries.  She will share with you her insights and stories on how to create and manage a successful brand strategy using the ADAM+E framework so that you don't have to rely mainly on pricing to win the market. The ADAM+E framework consists of five steps: Audit, Design, Act, Measure and Evolve.  She will explain the importance of knowing your customers' needs, preferences, emotions and values, and how to align your brand's form, character and delivery with them.  She will also give examples of how she worked with PETRONAS to rebrand their retail arm and become the brand of first choice, and how she advised a bedsheet company to enhance their brand value and avoid competing on price.  This episode is a must-listen for anyone who wants to learn more about branding and marketing from a seasoned expert.