Brands are about promises to your clients and customers. They are about setting the standards for what to expect when people are dealing with your organisation. The trap is that the more time your marketing department focuses on setting expectations in the marketplace the more your organisation will have to live up to those expectations.

Operationalising your brand will help you keep those promises while at the same time streamlining decision making. To use Chris Macrae’s phrasing your brand and the values it encompass will become the ‘primary horizontal organising mechanism’ of your organisation.

 

Blog posts relating to Operationalised Brands: 

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