use measurement to facilitate branding and culture development This is the eighth in a series of ten articles addressing the brand – culture continuum, the direct and inevitable link between a business’s brand and its culture. The brand reflects the culture, and the culture determines the brand. Culture, not advertising, creates a sustainable brand. A […]

use measurement to facilitate branding and culture development This is the eighth in a series of ten articles addressing the brand – culture continuum, the direct and inevitable link between a business’s brand and its culture. The brand reflects the culture, and the culture determines the brand. Culture, not advertising, creates a sustainable brand. A study reported by CIM Brainworkz found that only 50% of executives believe that customer insights and market research are the main drivers of decision-making in a business, including decisions about brand and culture. In the same study, it was found that 75% of employees care about consumer perceptions. Only 48% of businesses report consistently measuring brand and customer related non-financial metrics. This same study found that only 60% of marketers believe that their brand is well aligned with their strategic direction, only 50% believe that their operations deliver their services in a way that reflects…