Chapter 15Taking It to the Streets: Corporate Culture as Your Brand

A culture is made—or destroyed—by its articulate voices.

—AYN RAND

AT OUR CANADA’S 10 Most Admired Corporate Cultures gala in February of 2010, each of our 500 attendees took home a TELUS critter (in this particular case, it was a six-inch stuffed-animal version of the TELUS tree frog). For everyone in the audience, seeing a bright green tree frog at each place setting was an immediate indication that TELUS was somehow involved in our event (and it was involved, of course, as TELUS was one of our Canada’s 10 winners from 2009 and was being celebrated that evening).

If you know anything about TELUS, you’ll know that it is a leading national telecommunications company in Canada ...

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