By William Seidman
I’ve been talking with people who are experts in branding. I asked them how far into the operations of the organization they went.
When Cerebyte was working with Jack in the Box, the company leaders saw the brand as being present in everything they did, even the facial expressions of the counter person handing over food to customers. Great branding involves so much more than great image-making and good advertising! It must be interwoven into the entire organization – the entity we call “company culture.”
The same ideas are discussed here . You can’t just create a brand without having the organizational culture/ the company culture to match and, ultimately, it is the culture that creates the true brand, not advertising