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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"



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.