A Secret Corporate Weapon: The Brand Pathway

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by: Scott Goodson

A Swedish CEO client of mine once told me that the best management employ a technique called ‘Management by Repetition.” The challenge for him, as it is for every CEO, is how do you get the organization behind one company cultural mission. Not an ad campaign, but behind a culture on the move.

Denise Lee Yohn, the former VP marketing of Sony USA wrote some similar advice last week in Brandweek, although she goes a lot further.

“My experience bears out that employees require a clear articulation of the brand values and attributes. Consider using a literal framework such as the “Brand Pathway” (see chart below) that connects the core company mission to the desired customer experience. You should consider publishing a “Brand User’s Manual” to set up the brand framework in a form and style that’s accessible to everyone. How else can you equip people to bring about the desired brand future? Give them tools and behavioral scenarios specific to a particular team. That means, for instance, a list of “must-make” points you can hand out to your sales staff. Or a “Partner Program Toolbox” that’ll help your managers decide what companies to partner with. This sort of creative tutelage ensures that your people are equipped to interpret the brand vision accurately.” The entire POV is well worth the read.

 

 

 

 

 

 

 

 

 

 

Original Post: http://scottgoodson.typepad.com/my_weblog/2007/04/a_secret_corpor.html