March, 2012

Mar 12

Internal Brand Experience

“You can’t tell people they’re working for a great company, they have to experience it,”

Di McDonald, former director of culture, learning & development at 3

Mar 12

A thought…

Branding is reputation. It’s not a logo or corporate colours. A brand is actually determined by everthing it does and says. It’s as simple as that… And that’s the hard part. It’s so easy to say and do the wrong things.

GAP rebranding is an excellent example of doing the wrong thing. With a huge effort they managed to rectify their mistake though. (see earlier posts on GAP) What it cost them we can only imagine…


Mar 12

Internal Advantage of Brand

“Companies with strong brands therefore have a few enormous advantages in the marketplace: 1) The very best people want to work for them. 2) Their brands help their employees focus and make decisions. 3) Their brands motivate their employees to do more than they otherwise would have believed they could.”
David F. D’Alessandro, Brand Warfare

Mar 12

Branding Means Commitment

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”
Sir Richard Branson, CEO Virgin.

Mar 12

Stories Builds Brand

“A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep – a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”
Scott Bedbury/Nike, Starbucks