Brand-Culture Fusion Is the Key to Keeping Brand Promises

Brand power comes from keeping – not only making – promises.  And to keep your brand promises, your brand and culture must be aligned and integrated.   In other words, brand-building requires brand-culture fusion.

But a recent HBR article by Roger L. Martin, former dean of the Rotman School of Management, and a couple of LinkedIn executives, falls short of examining why many companies fail to keep their promises.  The piece claims to show “the right way to build your brand,” but it only covers the promise-making part of brand-building.  And it leaves off where the hard work begins.

Learn more here.


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