I found this podcast to be very interesting.
One thing I think needs to be reiterated again and again about branding, brands, brand equity and loyalty, however, is the importance of the external brand (to our customers) being truthful as a reflection of our internal brand (to ourselves). There is so much dissonance at times between how we portray ourselves (kind and generous, or innovative and feisty, for example) and how we really treat our staff or perform our work (harshly and stingily, or rigidly and stuffily).
Yes, I know that the external brand won't survive if this kind of mismatch continues, but the damage done to the people trying to make it work, in the meantime, can be considerable.
Brand. Who Needs It? | BTalk Australia
By Phil Dobbie | June 23, 2008
BNET Australia Contributors
Aussie Rules
Biography
BNET Australia Contributors
Brian Haverty is editorial director for CBS Interactive Australia and is responsible for the company's BNET and ZDNet Australia sites.
Robert Gerrish is a coach, author and professional speaker and the founder of Flying Solo, an Australian online community for solo business owners.
Melissa Lourenco is the HR manager for CBS Interactive in Australia.
Chris Golis is the author of The Humm Handbook: Lifting Your Level of Emotional Intelligence. He runs seminars and workshops on EQ.
Suzi Dafnis is Community Director of the Australian Businesswomen's Network.
Yvonne Adele helps organisations build a culture of ideas by teaching people at all levels to access their untapped creative thinking skills.
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What is brand and how important is it? Dr Stephen Downes, a lecturer at RMIT University in Melbourne, describes brand as a series of associations that determine how customers think about your company and the services you offer. Today on BTalk Australia Phil Dobbie asks if brand is important even in small businesses offering B2B services. Do companies sometimes see their brand differently to how their customers see it? And what about the proposed merger between Westpac and St George — can the St George brand survive?
Click on “Play” above to hear the podcast.
Add your thoughts and comments by clicking “Participate” at the bottom of this post.
Talkback 1 Talkback
Fascinating, but ...
Acerebel
07/22/2008 04:42 PM
