opportunity 80 of 150 Someone wiser than this author once noted, and many have since repeated, that – culture trumps strategy every time. Unlike so many oft-quoted platitudes, I would argue that this one is spot on. I would add that culture also trumps branding! There is little doubt that: A brand is a reflection […]

opportunity 80 of 150 Someone wiser than this author once noted, and many have since repeated, that – culture trumps strategy every time. Unlike so many oft-quoted platitudes, I would argue that this one is spot on. I would add that culture also trumps branding! There is little doubt that: A brand is a reflection of organisational culture It is impossible to create a sustainable brand independent of culture Certainly, a business might define a brand that is different to its culture – but customers and prospects will see a brand that is consistent with the culture. Consumers make judgements about a brand on the basis of the behaviour of the people within the business, and the behaviour of the people is determined by the culture. Any attempt to develop and sustain a brand that is inconsistent with the culture of the organisation will fail. Ultimately, the culture will win…