Posted by Dianne PlatnerBack to Conversations
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
-Brand is a discipline for thinking, behavior and communication.
Larry Ackerman further explains on the Page "Glue"
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.