marca strategy news & views
March 8, 2012
what is true brand integration

you don’t have to be a multinational corporation with large budgets to have a brand. in fact every business, large or small in every industry can use this business tool, a brand, to achieve sustainable competitive advantage.

developing a brand however will not help you unless you can fully integrate it within your organization.

by full integration I don’t mean that everyone in your company can recite your brand values. true integration is when its second nature to everyone to live the brand.

living the brand is creating the culture you want your organization to have, aligning you processes so they can sustain that culture and creating not only the products and services that align with your brand but the experiences you want your customers to have.

If you can do that, you’re using your brand as a business tool and you’ll create a sustainable competitive advantage. if you’re not, you may have inspirational words and a cool logo, but not much more than that. 


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