Branding Strategies for Success (Collection)

8. Building a Design-Driven Culture

You have to design and build the organizational culture to serve the intended customer experience. If you don't do this, you cannot achieve success that lasts.

Throughout this book, you have seen many examples of companies that get it right, and others that don't. Here's the thing. It's possible that five years from now some might have slipped, while others might have found their stride again. It has become something of a spectator sport for people to look at the companies offered as models in books like In Search of Excellence, Built to Last, or Good to Great to see how they've done lately, particularly if they appear to have faltered or lost their way a bit. We believe there are lessons for us all if we ...