The problem at Amazon is not simply that its culture has gone awry; more importantly, it has become disconnected from the company’s brand. Amazon’s brand has always been grounded in its aspiration of becoming “Earth’s Most Customer-Centric Company.” And its leaders have used the organization’s core values, “Leadership Principles”, to guide the company in service […]
In a previous post, I introduced the nine brand types that all brands fall into. I explained that in my years of experience working on a broad range of brands, I found that, although no two brands share the exact same brand identity, there are really only nine general brand types. This post is about […]
If you want to know which comes first, employees or customers, Donna Morris will answer “both.” As the EVP of Customer and Employee Experience at Adobe Systems, Morris spearheads efforts to attract, engage, and develop employees and customers. Moreover, these efforts are well-integrated and aligned. In a recent interview, Morris outlined for me some of the primary ways she fuses […]
Leaders of great organizations have tremendous clarity about the brand identity they aspire to embody and about how to cultivate an organizational culture that enables them to achieve it. Jeff Bezos has made the Amazon brand synonymous with innovations that delight customers by cultivating a culture that doggedly pursues those innovations. Richard Branson has created […]