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.