Strategic theories found in every brand manager's toolkit are listed in this chapter. As you read, add the ten key terms to your key terms glossary and organize them by strategy, execution, or collateral. Then look at the Brand Pyramid Template, start this analysis with the Brand Essence, then choose a brand you are loyal to and examine how each engages you in the loyalty loop. Next, choose a close competitor to your brand, and run the same examination. The Brand Pyramid Template strategy is often used for evaluating brand initiatives that align with the commitment to ethical practices. Use the work you started in the activity above and choose a brand that has been certified for its commitment to societal business practices (https://www.bcorporation.net/en-us/find-a-b-corp). Again, look at the Brand Pyramid Template, and examine how the B Corp brand compares with a similar competitive B Corp brand. You can search the category to find the competitive brand. Use your notebook to create 2-3 sentence answers to the challenge questions for both exercises. This time, in this exercise, substitute the B Corp brand and focus on which ethical practices create the best strategic competitive advantage.