The Minder

“The way to gain a good reputation is to endeavour to be what you desire to appear.” Socrates’ insight is as true for organizations and their brands as it was for the virtuous individual he sought to instruct more than 2000 years ago. This simple idea, also summed up in the iconic: decide who you are and be that thing, is a powerful reminder of how to order your priorities. The common trap, of course, is not getting beyond appearances. So often, too much focus is put on building media attention, advertising impressions and unaided awareness; and on proclaiming through logos, taglines and marketing messaging, that you are who you say you are.

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The Marketing function has pretty much had a lockdown on developing and managing corporate brand strategy in recent memory, but there are reasons to believe that this might be changing. Human Resources is emerging as the group to watch when it comes to implementing the most meaningful aspects of the brand. (Read on …)