Comments on: Get more from brand strategy Part One: The Organizational Brief http://mjbraide.com/mjblog/get-more-from-brand-strategy-part-one-the-organizational-brief/ What's on my mind... Wed, 20 Aug 2008 13:05:26 +0000 http://wordpress.org/?v=2.3.1 By: Raimo http://mjbraide.com/mjblog/get-more-from-brand-strategy-part-one-the-organizational-brief/#comment-40 Raimo Mon, 26 Feb 2007 11:26:35 +0000 http://mjbraide.com/mjblog/get-more-from-brand-strategy-part-one-the-organizational-brief/#comment-40 Hi MJ, Great post. Just wondering if you shpuld design the total organisatio towards the brand identity. If I can use a metaphore.. Somebody whiches to have the body of a Body builder. Designs how the body should look and imposes it on the company. The body will resist maybe even damaged. I rather like the idea that a feeling of purpose or meaning travels through organisations like a virus adapting it the company to fulfill it's purpose. Feels like more organic and more inside out.. I agree with Brian and hope you post more.. ;-) Bytheway Hi MJ,

Great post. Just wondering if you shpuld design the total organisatio towards the brand identity. If I can use a metaphore..

Somebody whiches to have the body of a Body builder. Designs how the body should look and imposes it on the company. The body will resist maybe even damaged.

I rather like the idea that a feeling of purpose or meaning travels through organisations like a virus adapting it the company to fulfill it’s purpose. Feels like more organic and more inside out..

I agree with Brian and hope you post more.. ;-)

Bytheway

]]> By: Brian Phipps http://mjbraide.com/mjblog/get-more-from-brand-strategy-part-one-the-organizational-brief/#comment-39 Brian Phipps Sat, 03 Feb 2007 14:26:47 +0000 http://mjbraide.com/mjblog/get-more-from-brand-strategy-part-one-the-organizational-brief/#comment-39 I think your Organizational Brief as an element of brand strategy is right on the money. In fact, I would even extend it a bit and invoke it as a charter to find ways where employee initiatives can be translated into brand deliverables that directly benefit customers. There is a visceral connection between employees and customers that most companies ignore, or simply defeat through mismanagement. A company needs to cultivate this connection to get the brand going. In my experience, a company will typically approach customers the same way that it approaches its own employees. Sadly, many "brand problems" are really organizational problems projected on to the customer. This can be avoided by implementing a program of value-based brands, which can organically align companies and customers, and by locating brands (and the brand team) at the core of business. Hopefully you'll be posting more frequently in the future. Brand practice needs more perceptions like yours. Your previous post on HR and brands was also right on target. I would have commented when it appeared, but I just discovered your blog this week. I think your Organizational Brief as an element of brand strategy is right on the money. In fact, I would even extend it a bit and invoke it as a charter to find ways where employee initiatives can be translated into brand deliverables that directly benefit customers. There is a visceral connection between employees and customers that most companies ignore, or simply defeat through mismanagement. A company needs to cultivate this connection to get the brand going.

In my experience, a company will typically approach customers the same way that it approaches its own employees. Sadly, many “brand problems” are really organizational problems projected on to the customer. This can be avoided by implementing a program of value-based brands, which can organically align companies and customers, and by locating brands (and the brand team) at the core of business.

Hopefully you’ll be posting more frequently in the future. Brand practice needs more perceptions like yours. Your previous post on HR and brands was also right on target. I would have commented when it appeared, but I just discovered your blog this week.

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