build a culture that can maximise annual returns This is the first 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 […]

build a culture that can maximise annual returns This is the first 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 recent study by Deloitte, reported in CultureIQ, found that 96% of executives believed that a distinct workplace culture is important to business success. What might be more surprising is that 88% of employees surveyed had the same view. Culture is without any doubt critical to the performance of a business. Throughout the world, it is the businesses with the strongest cultures that have the strongest performance. These are also the businesses with the strongest brands – brands delivered by the culture and the resulting behaviour of the people who ultimately deliver the brand. Further to…