Diversity, identity and brand

The disciplines demanded by a diversity programme make a better starting point for behavioural or cultural change than top-down brand communication Brand thinking has mostly emphasised uniformity as a guiding principle for staff behaviour, organised around a set of declared brand values. The aim is to ensure that brand-supportive behaviour is embedded deep in the... Continue Reading →

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Corporate purpose and identity

It’s usually important that the senior managers of a business think hard about the purpose of the business, and its values, and they need some ready means of keeping these things in mind. It’s usually helpful too if all staff have some sense of this corporate purpose, and their roles in bringing it to reality.... Continue Reading →

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