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The paper suggests corporate culture to be a critical component in creating an organization worth talking about. To begin with, the best definition, the author has heard for brand is that it is "how you make your customers feel". It is the culmination of all of the experiences that a consumer has with the organization. The logo is merely a reminder of these experiences. With this definition in mind, who has more effect over the brand, the advertising agency or the front counter people? Though the ad exec may be the sexy icon that Hollywood loves to make movies about, the front line people are the brand and determine what one will mean to each customer every day.
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