IDEA 3 PROPOSITION Few things contribute more to the success of an entity than its culture. This is equally true for a business, a government agency, a not-for-profit, or a country. Without the optimal culture, very few entities will come close to realising their potential. Nothing contributes more to the creation of a great brand […]

IDEA 3 PROPOSITION Few things contribute more to the success of an entity than its culture. This is equally true for a business, a government agency, a not-for-profit, or a country. Without the optimal culture, very few entities will come close to realising their potential. Nothing contributes more to the creation of a great brand than culture. In fact,  I would suggest that brand and culture lie on a continuum and should be addressed with one objective and one strategy by one team. It is culture that brings the brand to life. WHY INVEST IN BRAND AND CULTURE? Businesses such as Apple, Google, and Amazon invest billions in building a great brand. Smaller businesses invest millions in establishing a great brand, and, micro businesses spend thousands building a strong brand. Even start-ups tend to consider branding a priority. But why? Is branding really that important? What value does a brand…