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Why is brand important to BK?

Posted by Dianne Platner

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Two definitions of brand which explain its significance:
-A brand is the promise an organization makes that shapes its relationships with all stakeholders, based on its unique, value-creating capabilities 
(read identity).
-Brand is a discipline for thinking, behavior and communication.

Larry Ackerman further explains on the Page "Glue"

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Replies

mmcconnell
Marilyn McConnell
October 27, 2014

Reading this I'm reminded of one of the future trends discussed at the Johansen event - that folks will be choosing the 'filter' through which they interact with the online world. I think it's critical for BK to clearly define its filter in order to align with like-minded folks in order to build a larger worldwide community ... That eventually will rely on it for the information, strategies and actions they take.