Everything a brand does involves communication.
Traditionally, organisations have appointed consultancies
for strategic input and agencies for creative output. This
can result in a perception that the organisation and its strategic
imperatives are somehow divorced from the brand and the values
represented and promoted by it.
Today, the most successful organisations are those who align
their strategic thinking with their brands. But this kind
of comprehensive alignment can only be achieved when everyone
within and connected with the organisation subscribes to and
clearly understands those values.
Tomorrow, the winning organisations will be those who truly
recognise that brands live in peoples hearts and minds. The
key to achieving this is in facilitating the entire organisation
to live the brand - encouraging all people to manifest
the aspirational values of the brand in their behaviour, their
actions, and their decisions.