There has been a lot of discussion about the similarities and differences between ‘brand’ and ‘culture’. To me they are two parts of the same thing. At its most basic level, a brand is – ‘the expectations that purchasers and potential purchasers have of an organisation, product or service’. Those expectations are cognitive and […]

  There has been a lot of discussion about the similarities and differences between ‘brand’ and ‘culture’. To me they are two parts of the same thing. At its most basic level, a brand is – ‘the expectations that purchasers and potential purchasers have of an organisation, product or service’. Those expectations are cognitive and emotive, rational and irrational, tangible and intangible. They relate to the organisation, product or service and to the image, that an association with it will create in the broader community. Contrary to popular belief, having defined a brand the next step is not to launch into an advertising campaign. There are three stages to communicating a brand; Board and Senior Staff engagement Brand consistent staff behaviour Community communication The first two of these are BY FAR the most important as they are all about walking the talk and living the brand. They are about LIVING…