Whether shaping the branding strategy of a start-up or optimizing the strategy of an established company, the key to maximizing goodwill is in closing the gap between organizational culture and organizational brand. Sometimes we see wonderful brands that resonate with the market, but are undermined by the internal culture as in the case of marketing an image of customer service, but having sales clerks who are untrained or unhelpful. In that case, the challenge is to correct the organizational culture over time to effectively support the brand.
Reconciling Brand and Organizational Culture
November 3rd, 2006 · 1 Comment
Tags: Strategy