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Posts Tagged ‘Organizations’

A significant new asset class is now named that may one day appear on Balance Sheets!!! What more, organizations already have these assets! No new acquisition costs to be incurred!

However, this asset is a double-edged sword, could make or mar. Some organizations have leveraged it to great advantage for their brands and business while for some it has turned out to be the cause for their hara-kiri.

An edited extract of a well-articulated article on this kind of asset taken from here  appears below

Take a moment to think about what a brand is. It’s the emotional and associational touch points that consumers have with your business. It’s what they see of you, and what that makes them feel about you.

Back when a business was a black box, the brand was limited to what was painted on the outside. The leaders of the business had a high degree of control over that. But now that a business is a glass box, the brand is everything that’s visible. Every person. Every process. Every value. Everything that happens, ever.

Glass Box

In 2017 your corporate culture is becoming your brand

You can sum up in a single word what people see when they look deep inside your organization. They see your culture. Once, your internal corporate culture was just that: internal. But now that a business is a glass box, there’s no such thing as an ‘internal’ culture.

The opportunity here? In 2017, your internal culture could become the most powerful brand and marketing asset you have.

Think about the power of stories such as those told by Starbucks: how they have a program to help staff in London raise a deposit on a home, or how they opened a store in Kuala Lumpur dedicated to hiring deaf people. Or that told by US-based yoghurt brand Chobani, which instituted paid parental leave for all staff after the birth of CEO Hamdi Ulukaya’s first child.

The danger? Internal culture could also become your most powerful brand liability.

The founder of Uber resigns after a culture of sexism and bullying is exposed. The CEO of HSBC in Taiwan walks a gay employee down the aisle after her father refuses to attend her wedding. A smartphone video of United Airlines staff forcibly dragging a passenger off a plane goes viral.

What to do about it?

Read more here.

End

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