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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 16. Brand stewardship begins at home

You know that raising a child with values begins at home, or that education begins at home, but what about a brand? A brand’s home is its organization. To build a successful brand, you must start at home. How can you possibly expect your customers to understand or be loyal to your brand if your own people don’t understand your brand or brands? If your own people are not loyal?

Brand stewardship must have the commitment of the senior executives. If the executives don’t recognize the importance of building their brands, that message will not be understood by the organization. If the executives don’t stay true to the meaning of the brand, to its messaging in the market, why should the rest of the organization? ...

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