March 2012
Beginner
704 pages
18h 19m
English
book
Branding Strategies for Success (Collection)
by Joan Kiddon Larry Light Brian D. Till, Donna Heckler, Ryan D. Mathews, Russ Hall, Watts Wacker, Robert Brunner, Stewart Emery
Content preview from Branding Strategies for Success (Collection)
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3. Rule #1: Refocus the Organization
People need a sense of purpose: They want to know that their work makes a difference. An organization must ask what is the shared sense of purpose, the common direction that will align us all and move us forward together toward a common destination. As Charlie Bell loved to remind us, paraphrasing the Beatle George Harrison, “We know from experience that...when you don’t know where you are going, any road will lead you there.”
The Plan to Win begins with defining the brand purpose. This means answering the question: Where are we going?
Refocusing the organization requires redefining the brand goals, realigning the organization behind a revitalized purpose and promise, and improving financial discipline, ...
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