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: 

  • Another Example of Operationalised Brands: Burn Your Rule Book and Unlock the Power of Principles
    Another good example of operationalising your brand: “Burn Your Rule Book and Unlock the Power of Principles” One of the MWT core components: Operationalised Brands. Of course, it’s critical that your organisation has a unique and differentiating brand / set of principles.  
  • Technology can change what it means to manage
    A16z Podcast: Engineering a Revolution at Work | Andreessen Horowitz: “today’s cloud-based tools change the role of managers” Including this: “Theses are the things to me that are just these huge cultural shifts in how you manage an organisation.  What your role of a manager is in a meeting is no longer to be reported to.  Because ...
  • Dan Pink: Management is a television set (i.e. technology)
    From Dan Pink’s TED talk on “The Surprising Science of Motivation”: “In the 20th century we came up with this idea of management. Management did not emanate from nature. Management is not a tree it’s a television set. Okay? – Somebody invented it. And it doesn’t mean it’s going to work forever… Traditional notions of management ...
  • ROI Challenge for Operationalising Brands
    This is a category test. (updated) Powered by Qumana