build a culture that can build your brand This is the second 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. Just […]

build a culture that can build your brand This is the second 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. Just ask Apple! Walking into an Apple store is an amazing experience. It takes only a few minutes and one or two interactions with the staff to understand that the behaviour of the staff and the culture this creates is entirely consistent with the Apple brand. That is, the culture supports the message communicated in marketing and in effect deliver the brand. Walking into a Myer Store is an enlightening experience. It takes only a few minutes and one or two interactions with staff to understand that the behaviour of the staff and the culture this…