Are the Strategic Stars Aligned for Your Corporate Brand?
What elements must be aligned to ensure your brand's power and credibility?
Auteur(s) : Mary Jo Hatch, Majken Schultz
Éditeur : Harvard Business Review
Date de parution : 2001
Read this article on the publisher's website [Harvard Business Review]
Résumé
This article analyzes what makes the brands’ discourse credible. Based on the study of over 100 enterprises across the world during a ten-year period, the authors conclude that to create a strong brand, enterprises must be coherent across three elements: the vision, the culture and the image. If these elements are not congruent, the perception of the corporate identity will be blurred and will lose its power of persuasion. The authors then list a few questions to help us diagnose our situation.