use your brand to build your culture This is the fifth 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. Thus far […]

use your brand to build your culture This is the fifth 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. Thus far in this series the focus has been on the impact of culture on the brand. It has been highlighted a number of times that the culture creates and determines an organisations brand. It has also been noted, however, that the brand also impacts on the organisations culture, no where more so than in terms of the quality of employees attracted to work for the organisation. It has been noted for example that an organisation with a strong and appealing brand will be more successful in attracting, retaining, developing and getting the best out of the…