Are You Brand-First?

Nick Shore

This article discusses how to create a brand-first enterprise - an enterprise where the 'brand' is the essence of the organisation.

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.

That’s 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 company’s purpose,...

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