We often think of corporate brand as a company’s public face — be it a logo, a product or an ad — something a person can touch or see. In reality, a brand is the sum of the entire organization — its values, operations, policies, decisions, operating principles, work environments and more. It’s about behaviors, not messages.
In our latest Common Sense for the C-Suite report, we explore the significance and complexity of branding in the age of influence. Give it a read, and let us know what you think.