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12 Sure Signs of a Disillusioned Culture
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It's extraordinary how the same things seem to pop up in every culture that is not working to capacity, regardless of sector, workforce size or what management might be doing or espousing to the contrary. In this article, internal culture expert Felicity Stevens and brandthinker Mark Di Somma join forces to identify 12 sure signs of a disillusioned culture, together with observations on why they occur and some thought-starters on how to go about changing them.
Contributor: Felicity Stevens and Mark Di Somma
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Has your Brand got Hand?
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This article identifies and warns marketers and brand managers about the dangers of conceeding integrity for short term financial gain.
Contributor: Karl Treacher
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Inside Out Branding
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Based on research for the book, Living the Brand, this paper argues that it is people who build the brand. It is the employees and their identification with an ideology that enables organizations to generate a commitment that can become intuitive.
Contributor: Nicholas Ind
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The Brand or the Bland, Why generic customer service is no longer enough!
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Simply focusing on generic customer service standards produces behaviours that tend to gravitate to the ordinary. What's really needed is to provide customers with what attracted them in the first place - unique experiences aligned to your brand.
Contributor: Paul Stewart
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Resistance to Branding: Why it exists, how to identify it, and what to do about it
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Organizations often seek to brand themselves even though they find it painful. This leads them to resist the very brand efforts they have initiated. This article describes the symptoms of 'brand resistance' and offers some suggestions about how to manage it effectively
Contributor: Dannielle Blumenthal
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On Being Human: Delivering values in a see-through world.
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The author believes that rebuilding trust is now impossible for corporate brands. This article therefore explores alternative responses to the growing crisis in relations between businesses and human beings. It argues that strong corporate reputation is just a by-product of delivering great stakeholder experiences, and that these experiences should be the focal point of brand-building.
Contributor: Tim Kitchin
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From Customer Service to Customer Stimulation
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Today, a well-known and respected brand is simply the price of admission in a world bursting at the seams with look-alike products and services. The key to commercial success lies in being faster, more imaginative, and more flexible and in transforming from a culture of customer service to one of customer stimulation.
Contributor: Tom Asacker
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Why are so many "Internal Brand" programmes such crap?
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So often, internal branding programmes fail to instigate, install and upgrade a branded culture at all. Why? Because their role is misunderstood, they don't follow through, they're defined by function rather than purpose, and they don't engage. Commitment and leadership are vital if a branded culture transition programme is to work to its full potential. Find out the 9 key changes you can make in the first 90 days.
Contributor: Mark Di Somma
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The Branded Experience: Why Should your Customers Report to your Processes?
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There's no such thing as customer service, argues Mark Di Somma. No such thing - because customer service is not one thing. Contrary to what many business books seem intent on preaching, and what the CRM technocrats have continued to trumpet, customer service cannot and should not be quantified singularly or delivered unilaterally.
Contributor: Mark Di Somma
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