make brand as much an hr issue as a marketing issue This is the third 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 […]

make brand as much an hr issue as a marketing issue This is the third 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 reported by CIM Brainworkz found, amongst other things that 55% of executives believed that their internal culture was aligned with their external brand. Two questions might be asked about these findings: • Are these executives right? Does the culture and the brand actually align, or do they just think it does? • Is the external brand optimal? While there might be alignment, is the brand projected to the market place the brand that will maximise performance? Voluminous research suggests that there is almost certainly an alignment between the culture of…