Are You Brand-First?
In the age of product parity and consumer indifference, only brand-first enterprises will succeed
Nick Shore nickandpaul
It has been said that if you systematically dismantled the entire operation of Coca-Cola Co. and left them with only their brand name, management could rebuild the company within five years. Remove the brand name, and the enterprise would likewise die within five years.
Thats the mark of a brand-first enterprise. More than a framework for marketing and communications efforts, the brand is the emotional source of the organization itself. People are guided and inspired by the companys purpose,...