United Airlines put's a new spin on "high-touch" customer service in just the latest example of how an organization's culture can completely undermine its brand and lead to the loss of billions of dollars in valuation.
A Foundation For Creative Excellence and Efficiency
The speed and success of any creative design effort will often hinge on a robust brand platform - a comprehensive, customer-tested compendium of the authentic and differentiated values, purpose and messages behind a company and its culture. Here is how that navigational “north star” can guide and significantly accelerate the creative process.
Archetypes in the House (of Brands)!
A "house of brands" is a company with multiple brands in the same product category (e.g., GM, P&G, Newell-Rubbermaid, etc.). The best brand houses differentiate their brands and drive efficient marketing campaigns by applying archetypes. Here's a closer look at how Dorel Sports/Cycle Sports Group does it with three iconic bike brands.
White Paper: Driving Exit Valuation With "Intangibles"
BrandFoundations’ latest white paper takes a deep dive into the shadowy world of intangibles, shining a light on the two primary drivers of goodwill (brand and culture), uncovering research that shows five places buyers can see brand and culture creating value, and illuminating four simple investments any company can make in their brand and culture to unlock greater performance and value.
Peek Behind The Curtain: When a Hero Culture Betrays a Magician Brand
Nothing delights us like a Magician brand. And Uber is a classic one: Push a button, get a car (or make a few extra bucks). But this week's news was the Magician's worst nightmare, pulling back the curtain on the company's culture and revealing something a lot less wonderful. Here's how you can avoid the risk of an inward culture undermining and outward brand.