When people ask me to define “brand,” I say, “A brand is what you do and how you do it.” This might not be the most common definition of what a brand is, but the one I use because it’s shorthand for the business school definition of a brand: a product or service’s value that is delivered to its customers, and the way of doing business that is the basis of a company’s relationships with stakeholders. This definition of a brand also captures the action orientation to brand-building – and it implies the tight connection between brand and business.
Do you know the power of storytelling? And do you use it in your customer experience transformation efforts?
Back in 2014, I wrote a post about a museum experience I had at the California Science Center in Los Angeles where a docent told stories about the exhibits and engaged the audience far more than detailed display placards ever could.
A fish rots from the head down - and so does your culture.
What does "a fish rots from the head down" mean? It means that the problem starts at the top, that the problems, failures, issues, toxicity, etc. in your organization - or any organization - start with the leadership team.