Chapter 3

Branding Applications

Corporate Branding

Role of Corporate Strategy and Values

Peter Drucker wrote “results are gained by exploiting opportunities, not by solving problems.” Strategic planning is about the future, that is, the means by which an organization re-creates itself to achieve a common purpose. Planning is really a combination of process and discipline, which are vital dynamics for identifying new opportunities and building strong brands.

Any strategic plan must start with a statement of beliefs or an expression of the organization’s fundamental values—its “ethical code.” Such a belief should be the basis for the ultimate “why” behind every action. These beliefs must represent a composite of the personal values of those who ...

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