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Brand Enigma : Decoding the Secrets of your Brand by David Harvey, Duncan Bruce

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‘When we dream alone, it is only a dream. When we dream together, it is no longer a dream but the beginning of reality.’

Brazilian proverb43

Organisations that live the brand enjoy all sorts of advantages over those who go through the motions, or do not even try. The dividend that brand-saturated companies reap many times over is counted in terms of consistent brand reinforcement to customers, partners and others outside the business. It also comes through in other ways. People identify more closely with the business, its goals and are more engaged and motivated.

This is a highly valuable byproduct of the brand dream process. Organisations that move from the brand dream creation stage to the enrolment phase find that this is the most effective way of engaging everyone in the workforce with the enterprise's brand dream model. From a brand perspective, this is crucial since the way the brand values and ideals are implemented day in, day out is through people. The brand behaves the way people behave.

The brand dream enrolment phase is where the brand is actualised for the workforce. In many cases, this enables the workforce to get things about the brand, strategy and the organisation that have never sunk in so profoundly before. ‘I now understand what we are meant to be doing,’ said one participant at a brand dream enrolment programme for a public sector organisation. ‘It now makes ...

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