Opinions about branding by Dr. Dannielle Blumenthal

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Sunday, November 18, 2012

The #1 Stupid Thing Organizations Do To Mess Up Their Brand - via Mark Morris, The Brand Consultancy

I asked for comments on this article in Fast Company at my group Brand Masters. My former boss Mark Morris, Founder and Senior Strategist at The Brand Consultancy, said the following. It's very well said and I appreciate that he provided me with permission to share it publicly:
"The most common thing organizations do to mess up their brands is not knowing what their brand is. It lives somewhere out there with their customers but everyone internal to the organization makes up their own version of what it stands for, what promise it makes and how that promise is kept. Great organizations bring their customers voice into every decision they make. We say "they have breakfast with their customers." A ongoing dialogue in every channel available and practical. In essence, they speak in the voice of their customer."