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 …)
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 …)