Chapter 10

Operations

Operations covers all aspects of operating your business, including such functions as payroll, human resources management, purchasing, and a myriad of other operative processes and procedures. Operations is usually not thought of as a brand building arena. Quite often the marketing department and the operations department do not see the relationship between their two functions. Yet it is in the area of operations that many companies stand out as brand builders. For example, look at companies like Oil Can Henry’s. Every one of their buildings is of the same distinct design, with tall glass fronts and their distinctive red and white color scheme. Or look at Les Schwab Tires, the famous western state tire company whose employees ...

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