Month: July 2007
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The brand council — an indispensable tool
The implication of being a brand-driven organization is that the organization becomes driven by the marketing function. This is sure to elicit hoots and howls from Finance, IT, Human Resources, and the other back-office mission support functions, each of which believes that it can and should be primary in the organization. The job of the…
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What the CEO needs to do to build the brand – good points from Prophet Brand Strategy
Going back to the Prophet Brand Strategy document referenced in the previous post, this is to summarize what the CEO of the brand-enabled organization must do in order to lead it forward effectively. Basically Prophet says that the leader must do two things: strategize and execute. Not a wondrous insight there, but it’s the “how”…
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When to say that "brand is reputation" and when not to
When I was a brand consultant, we used to tell our clients that brand is the same thing as reputation. Primarily, it was a way to get them comfortable with the idea of assessing where they stood in the eyes of their stakeholders (you can’t do a brand analysis without understanding what image people have…
Management Excellence 