BRANDING: IN NEED OF A TUNE UP
By VALARIE D. WILLIS
Who is in charge of the brand of an organization? Has this important function been relegated to the Marketing Department or Human Resources? Are the leaders in the organization in tune with the brand? I am still amazed at the number of organizations that don’t get the brand message and whose leadership does not reflect the brand. Leaders set the tone for the brand, and their behavior influences the brand, as their associates are very much aware of the leader’s behavior. While there are numerous examples, this story about a luxury car dealership illuminates a leader’s brand in need of a tune-up. Read on…
