Ethics-Governance: Article: United We Brand: How to Create a Cohesive Brand That's Seen, Heard and Remembered

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United We Brand: How to Create a Cohesive Brand That's Seen, Heard and Remembered United We Brand: How to Create a Cohesive Brand That's Seen, Heard and Remembered Reprinted by permission of Harvard Business School Press. Excerpted from United We Brand by Mike Moser. Copyright (c) 2003 by Mike Moser; All Rights Reserved. Core Brand Values Before you can project a unique, external brand for your company, you must first understand the company’s internal character. This internal identity-defined by the values that your company considers integral to its existence-is the source from which all other aspects of your brand, ideally, will flow. Therefore, the first step to creating your brand roadmap will be articulating your company’s core brand values. The goal is to end up with three or four values that uniquely define the essence of your company. To help you with this process, the chapter is divided into three parts. The first part will explain why core values are so important. The second part will give you some examples of core values so that you can determine which values ring true for your particular company. Full Article: http://www.frugalmarketing.com/dtb/united-we-brand.shtml


2006 Ethics-Governance.com