This blog comprises excerpts from a long-form work detailing brand system theory. These excerpts are not in any intentional arrangement or sequence; however, if one chooses to follow a preferred path, they can be sorted according to general categories (click on the small text above the titles).
Moar Storytelling?
When it comes to creating emotional connections with your stakeholders, it’s better to “show” than “tell.”
Strategy and the Brand System
A brand-conscious strategy is a necessary predicate for successful brand outcomes.
Brand Integration
Gaining and preserving reputational equity requires a high degree of brand-attentive integration across the organization.
The Keystone of Value
Core expertise synthesizes as the brand’s value proposition, around which everything about the organization arranges.
Value IS Your Purpose
An organization’s purpose may be good for purposes of culture, but it may not be helpful for the brand.
Check Your Operating Culture
The health of your brand’s reputation depends on operational fluency. How do your operations stack up?
Performance ÷ Promise = Perception
Only operating culture can answer whether we are actually delivering the value we promised and the experiences people expect from us.
Brand Gemba
As the steward of the organization’s value proposition, operating culture directs the methodology of brand experiences.
Let’s Examine Authenticity
If we are to be honest with ourselves, we should admit that the oft-romanticized “authentic” culture is an impractical construct.
The People Problem
Whatever can interfere with the most perfectly designed brand experience loiters somewhere between the heart and mind.