opportunity 115 of 150 I have been involved in many branding projects, and numerous projects focused on developing the values of an organisation.  These experiences have taught me many things. Among the more important lessons are the following: Staff do not have a significant role to play in defining a brand or values Staff do […]

opportunity 115 of 150 I have been involved in many branding projects, and numerous projects focused on developing the values of an organisation.  These experiences have taught me many things. Among the more important lessons are the following: Staff do not have a significant role to play in defining a brand or values Staff do have a significant role to play in implementing the brand and values Many organisations in which I have been involved, have consulted widely with staff concerning the development of branding and values. While staff can contribute in terms of defining some aspects of the brand, I consider that they have little to offer in terms of defining the vision, mission, values, personality or positioning. These are all strategic issues. Most staff members lack the appropriate background and data to make a meaningful contribution. The notion of consulting with staff on these issues makes little sense…