Build an authentic, values-driven brand from the inside out.
In Total Brand Manager, Dr. Rashid Alleem presents the people-centered SEWA 8Ps Branding Cycle, developed during his leadership at the Sharjah Electricity and Water Authority.
Written during the COVID-19 pandemic, the book demonstrates how leaders can rebuild and reposition an organization by aligning people, purpose, culture, customer experience, and performance.
Branding • Leadership • Organizational Transformation
A practical, people-centered playbook for building authentic brands through purpose, culture, trust, resilience, and organizational alignment.
By Dr. Rashid Alleem
What if branding were not simply a logo, visual identity, or marketing campaign, but the complete experience created by an organization’s people, values, behavior, and leadership?
In Total Brand Manager, Dr. Rashid Alleem presents the SEWA 8Ps Branding Cycle, a practical branding model developed during his leadership at the Sharjah Electricity and Water Authority.
Written during the COVID-19 pandemic, the book shows how organizations can use brand-centered leadership to navigate crisis, strengthen culture, rebuild trust, and align people, purpose, and performance.
The book moves beyond traditional marketing theory and presents branding as a complete organizational responsibility.
It demonstrates how an authentic brand is built through leadership behavior, employee culture, customer experience, clear promises, consistent communication, and the ability to remain resilient over time.
A brand is not simply what an organization says. It is what people consistently experience, remember, and trust.
Total Brand Manager introduces a distinctive, people-centered branding system known as the SEWA 8Ps Branding Cycle.
Developed by Dr. Rashid Alleem during his leadership at SEWA, the model explains how organizations can rebuild and reposition themselves by aligning employees, organizational purpose, customer expectations, and measurable performance.
Connect branding with leadership and organizational culture.
Align employees around a shared purpose and service promise.
Create a consistent experience across every stakeholder interaction.
Use customer and employee feedback to guide transformation.
Strengthen trust through consistency, persistence, and accountability.
Turn crisis and disruption into opportunities for reinvention.
The SEWA 8Ps Branding Cycle provides a structured framework for building a brand that is meaningful internally and trusted externally.
Passion: Build a deep emotional commitment to organizational purpose, service, and positive impact.
Product: Deliver tangible value, dependable quality, and clear unique selling points that meet real customer needs.
Positioning: Establish a distinctive and meaningful place in the minds of customers, employees, and stakeholders.
Promise: Define the commitment made to customers and ensure that the organization consistently fulfills it.
Personality: Give the brand a recognizable human voice, emotional identity, and consistent character.
Presentation: Shape how the organization communicates, appears, behaves, and expresses its values across every touchpoint.
Persistence: Maintain disciplined effort, resilience, and consistency throughout long-term organizational transformation.
Perception: Understand how the brand is experienced, interpreted, and remembered by employees, customers, and other stakeholders.
The book demonstrates that a successful branding strategy cannot be implemented by a marketing department alone. It must be understood and practiced throughout the organization.
Dr. Alleem formed a dedicated SEWA 8Ps Team, with each member acting as the guardian of one element within the branding cycle.
Total Brand Manager is presented through an accessible, day-by-day narrative rather than as a theory-heavy branding textbook.
The main journey unfolds across 11 days and concludes with a postscript titled A Month Later, helping readers observe how conversations, decisions, and cultural changes develop over time.
Sustainable transformation begins when branding becomes a shared conversation rather than a departmental instruction.
Meetings throughout the book take place in creatively themed rooms that reinforce the attitudes and behaviors required for transformation.
Room of Possibilities: Encourages imagination, opportunity, openness, and creative problem-solving.
No Disruption Zone: Creates space for concentration, meaningful dialogue, and focused decision-making.
Knowledge X: Promotes learning, knowledge exchange, and collaboration across organizational boundaries.
Positivity and Happiness Room: Highlights the role of optimism, well-being, and positive energy in organizational performance.
The launch of the SEWA 2025 Vision during the COVID-19 pandemic is presented as a real-world case study in resilience, optimism, and organizational reinvention.
Rather than allowing crisis to suspend progress, the organization used disruption as an opportunity to examine its purpose, strengthen internal alignment, and develop a more future-ready culture.
Use disruption as a catalyst for strategic reinvention.
Protect employee confidence during periods of uncertainty.
Maintain customer trust while organizational conditions are changing.
Connect long-term vision with immediate and practical action.
Total Brand Manager is not a theory-heavy branding manual. It is an actionable, real-world playbook for leaders who want to build authentic, values-based brands from the inside out.
Through the SEWA 8Ps Branding Cycle, the book presents transformation as a process rooted in purpose, clarity, employee involvement, customer trust, and resilience.
The strongest brands are created when people, purpose, promises, and performance move in the same direction.
Discover how the SEWA 8Ps Branding Cycle can help you align leadership, culture, customer experience, and organizational performance through the practical lessons in Total Brand Manager.
| Title | Total Brand Manager |
|---|---|
| Author | Dr. Rashid Alleem |
| Category | Marketing and Branding |
| Published | 2020 |
| Focus | Branding, Leadership, and Organizational Transformation |
| Context | Written during the COVID-19 pandemic to guide organizations through crisis using brand-centered leadership. |
