Building The Internal (Employee) Brand.

In a seminal Harvard Business Review article, entitled, “Are The Strategic Stars Aligned For Your Corporate Brand?”, authors Mary Jo Hatch and Majken Schulz pointed to the shift in product-driven (external) brand thinking to more comprehensive, corporate brand thinking that seeks to drive and align internal brand with external brand, through three points of alignment: Vision, Culture […]

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In a seminal Harvard Business Review article, entitled, “Are The Strategic Stars Aligned For Your Corporate Brand?”, authors Mary Jo Hatch and Majken Schulz pointed to the shift in product-driven (external) brand thinking to more comprehensive, corporate brand thinking that seeks to drive and align internal brand with external brand, through three points of alignment: Vision, Culture and Image.

Published at a time when our firm was developing our original architecture approach, it provided new and deeper meaning for the link between internal and external brand. And since then, Cohesion has incorporated this point-of-view into every situation we are engaged. Brands must begin on the inside of an organization. The people who develop, sell, market and manage these brands have to understand and believe in them wholly, or those same brands will be less than successful with external audiences who simply don’t have the same vested interest that people on the ‘inside’ have.

For nearly 20 years, Cohesion has been searching out and successfully solving, complex brand issues. Multiple product/service brand structures. Brands and companies challenged with changing categories, business models and audiences. In short, situations not easily solved with simple brand answers.

To learn more about our brand agency, contact Brian Creath, or call us at 314-276-5383. More on Cohesion can be found, here.

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