Creating a branding culture

Jim Gregory, founder and CEO of CoreBrand, describes how to build a system and culture that supports the company's most valuable asset - its corporate brand.

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.

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