Creating a branding culture
Jim Gregory
Your corporate brand is your company's most valuable long-term financial investment and should be treated with the same constant attention and scrutiny as any other valuable asset.
All too often, senior management invests a tremendous amount of effort to develop a distinctive brand strategy, and then believes that their work is done. I have been helping senior executives build their brands for more than 25 years, and I can tell you that once the CEO has signed off on the brand strategy, their work has just begun.
At this stage your brand is like...