Living the Brand: Why Organisations Need Purpose and Values

This article is adapted from Nicholas Lind's book 'Living the Brand'. It contrasts the top-down, command and control militaristic management style with organisations that build value through people.

Rethinking Brand Thinking

Living the Brand

Why Organisations Need Purpose and Values

Nicholas Ind

Many large organisations have the knack of taking in enthusiastic, committed and hopeful people and turning them, unwittingly and over time, into hostile, cynical and hopeless people. (Amin Rajan, Leadership in the Knowledge Age, Royal Society of Arts Journal Vol. 2, Issue 4, 2000)

Engaging employees with the organisations overall purpose is vital if organisations are to use the full intellectual capital at their disposal. Often commentators write about...

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