Now the flagship Executive Program
Experience Brand Power 101 as a guided executive education program — frameworks, diagnostics, workbook, Strategy Lab, and Final Blueprint.
Brand Power 101
The flagship executive program built on Rhett Butler's Brand Power methodology. Seven modules — from the strategic mindset through perception, narrative, positioning, architecture, consumer psychology, and the operating system that compounds — designed for founders, executives, and senior marketers.
Taught by
Rhett Butler
Founder & Chief Strategy Officer
2 of 21 lessons complete
Certificate of Completion
Verifiable · signed by Rhett
Earn the Brand Power 101 certificate by completing every module and passing the final assessment with 80% or higher.
What you will learn
Six outcomes that change how you operate.
Define brand power as a strategic discipline and measure it inside your business.
Position your brand on a defensible category and contrast that earns premium pricing.
Decode the customer psychology that actually drives purchase in your category.
Design a brand architecture that protects equity as your portfolio grows.
Codify a brand voice and story that compound recognition over time.
Translate doctrine into a 90-day operating system, with AI as connective tissue.
Skills you will gain
A portfolio of disciplines.
Curriculum
Six modules. One operating system.
2/21 lessons complete
video · 14:20 · Rhett
What Brand Power Actually Is
Brand power is the durable trust a market extends to you when you are not in the room. Rhett defines the discipline and contrasts brand power with brand awareness, brand identity, and marketing output.
reading · 12 min · Rhett
Reading — The Strategist's Doctrine
A foundational essay that lays out the strategist's posture: brand is a capital asset, doctrine precedes tactics, and authority is the slow compounding of disciplined choices.
worksheet · 20 min · Rhett
Worksheet — Audit Your Brand Power
A printable scorecard that rates your brand against the five forces and surfaces the highest-leverage move for the next ninety days.
video · 16:50 · Rhett
How Perception Becomes Reality
Perception is not what customers see — it is what they conclude. Rhett maps the cognitive shortcuts (priming, anchoring, salience, social proof) that decide how your brand is interpreted before a single feature is heard.
reading · 14 min · Rhett
Reading — The Architecture of Belief
How beliefs are formed, hardened, and changed in a market — and why most marketing fails the moment it tries to argue with a belief instead of restructuring the cues that produced it.
reflection · 10 min · Rhett
Reflection — Your Perception Gap
A guided journaling prompt to surface the contrast between the perception you market and the perception customers describe.
Members-only workbook
The Brand Power 101 Workbook
A premium, print-ready workbook that consolidates every framework, canvas, and worksheet from the program — designed to sit beside you while you build.
Brand Power
101
Workbook
Strategy Lab
Apply this program with Aiva.
Move from lesson to live execution. Aiva extends Rhett's frameworks into research, audits, and plans — built around your business.
Open the labYour instructor
Rhett Butler
Founder & Chief Strategy Officer
Founder of Brand Power Direct and Brand Power Institute, and author of Brand Power Direct 101: Harnessing the Psychology of Your Brand. A strategic communications executive, brand strategist, and journalist with more than 20 years across government, economic development, higher education, sports, entertainment, and media.
With Aiva Laurent
Strategic Intelligence Guide