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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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20. Truth 1: Recognize That Culture Matters: Overcome Cultural Resistance

When we speak about culture change, we refer to creating a brand-business-driven mind-set and management approach throughout the entire organization. Many companies say they focus on building great brands. Yet their metrics say otherwise. For example, one global firm adamantly states the primacy of building preferred brands, yet it does not have a brand preference metric in its business scorecard. Another company allocated years trying to galvanize around the corporate global brand name, yet several geographies would not even have it in their respective scorecards or abide by any metric that measured that brand.

Culture matters. Re-org charts and consultant matrices and ...

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