MJ Braide on Brand Strategy

If you’re part of even the most average organization, you probably know a fair amount about your customers. You probably know a lot about what matters to them, what they think about you, and how much they are willing to pay to buy to what you sell. But how much do you know about what your employees think, what matters to them and how far they are willing to go to defend your brand? Chances are you’ve got an employee satisfaction survey that HR does every year or so, and you’ve got a few programs in place to communicate more openly; but do you really know the effect that implicit corporate values are having on your ability to deliver on your brand promise, or for that matter on your basic corporate responsibilities? (Read on …)

There is a shift underway in how people are talking about corporate brands; a shift that is going to result in the next generation of branding. After years of brand being the big idea, leaders want more. They’ve got their new identities, taglines, brand evangelists and guidelines, and they’ve even done some training on “what does the brand mean for me.” But there is something missing… (Read on …)