Category Archives: Internal Brand Building
Pardon my skepticism, but is the new found religion around NPS (net promoter score) a bona fide trend toward higher levels of customer-centricity or an adoption of a simplified customer satisfaction statistic to add to the KPI (key performance indicator) … Continue reading
Recently I was asked to lead a panel to share best practices for building a strong brand in the long-term care and affordable housing category at a national event hosted by Leading Age, the leader and advocate for the industry. … Continue reading
In the best of cases a new corporate identity enhances the market’s perception of the organization and is a boost to employees’ belief in the company’s culture. It’s time to put the focus of identity back into corporate identity. There … Continue reading
How well organizations link brand on the outside with the brand on the inside will ultimately determine how strong their corporate brand will become. There are many implications to this important notion; in particular it is becoming imperative that marketing … Continue reading
Conventional wisdom has it that brand building is a niche competency contained within the marketing silo. There is an innovation in brand building now taking place that integrates the relationship-building competencies of the marketing and HR functions.
In this post I suggested using the metaphor of an iceberg to better understand the whole of brand building. The essence of the blog entry suggested that effective brand building required a dual effort, represented by the two parts of … Continue reading
We all know the tried and true metaphor of the iceberg that reminds us of the importance of taking into account what’s under the water to get a deeper understanding of the whole situation. Many marketing and human resources executives … Continue reading