create a brand and culture through leadership This is the fourth 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 […]

create a brand and culture through leadership This is the fourth 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 81% of executives believed that customer experience was a more important driver of brand performance than communication. Further to this, 77% of executives surveyed believed that the senior leadership team have a high impact of their organisations brand through their impact on customer service. These findings highlight three things: The inextricable link between customer experience (as determined by staff behaviour and culture) and an organisations brand The inextricable link between customer service (as a subset of the overall customer experience) and an organisations brand The…