Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Acknowledgments

We have many people to acknowledge for their indispensable help with this project. Those involved in CBI include Simon Boege, Francesco Ciccolella, Stefan Gerond, Esther Trujillo Gimenez, Erich Joachimstahler, Iben Eiby Johannesen, Philip Mirvis, George Overstreet, Mark Perry, Alberto Andreu Pinillos, Caty Price, Owen K. Rankin, James Rubin, Mike Rulis, Kåre Schultz, Julie Staudenmier, Anne Toulouse, Frank Banke Troelsen, and Denise Yohn. In addition, CEOs Jørgen Vig Knudstorp and Kjeld Kirk Kristiansen, both of the LEGO Group, and Peter Ingwersen of Noir were more than generous with their time in sharing their experience and knowledge with us.

We thank Philip Mirvis, Lee Bolman, and Kåre Schultz for much good advice on early ...