Only 6% of surveyed companies are doing what great brands do. This and other results were gleaned from participation in the brand assessment that I recently invited my blog readers and newsletter community to take. […]
operationalize your brand
Want to know if you’re building your brand the way great brands do? Take this 10-question brand assessment. […]
08.21.13
Operationalizing Your Brand
brand-as-business bit: I use the term “operationalize” to describe the kind of brand-building I focus on — and to differentiate from expressing, promoting, and marketing a brand. Operationalizing your brand involves using your brand to shape your organizational culture, to drive your core operations, and to guide your customer experiences. It’s about putting your brand […]