There’s a lot of talk about building brands from the inside-out. But is the time needed to build such a high-performing culture at odds with the demands of quarter-by-quarter performance appraisal?
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Mark Di Somma, Author at Branding Strategy Insider - Page 2 of 83
Plenty of companies have built their brands on promises based on addressing fears – the needs for protection, for reassurance, for status, for achievement, recognition and so on – in a world where so many of those things are portrayed as being at risk.
As Hilton Barbour has observed, the culture you have is defined by the behaviors you tolerate, despite what your values may or may not say.
At some stage, many marketers will be called upon to explain why a brand change is needed. Here’s how to frame the business case as a story, using a combination of learnings from this article on the uptake of slow ideas and Freytag’s Pyramid.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Stephanie a senior executive from a National brand in Miami, Florida who has this question about embedding brand pillars.