The Committed Enterprise: How to Make Vision and Values Work
This guide describes how to build unstoppable organizations, whether businesses or charities, hospitals or orchestras, by managing vision and values scientifically yet creatively.
TABLE OF CONTENTS The Committed Enterprise: How to Make Vision and Values Work
Chart 10.2 How organization brands differ from product/service brands
Chart 10.2: How organization brands differ from product/service brands
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Broaden your brandwidth
Everyone would agree that Tide or Ariel is a brand. What about its owner, Procter & Gamble? Is it a brand? You have to search hard to find Procter & Gamble in small print on the back of the package. And if you ask for the "Procter & Gamble detergent please" in a store, you will get a bemused response, as illustrated in Chart 10.1. Yet to Wall Street, company employees, suppliers and distributors, Procter & Gamble is an important 'organization brand'.
Chart 10.2 shows how organization brands differ from product/service brands. An organization brand is what stakeholders transact with. A product/service brand is what a customer buys.
This chapter will concentrate on the 'organization brand' and branding the Committed Enterprise.
Bill Gates, Chairman of Microsoft, is reputed to evaluate people on their intellectual 'bandwidth'. [1] They may fail the test by thinking too narrowly. His test can also be applied to branding, hence...
Copyright Hugh Davidson 2002 under license agreement with Books24x7
