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December 30, 2003

Comments

Eniko

BIG difference between Internal and External. It's a little more complicated than saying if everyone lives it, internal and external brands are one in the same. You start with an internal brand and only communicate it outward when all aspects of the company can deliver on the promise. Otherwise you confuse and irritate customers.

Eniko

BIG difference between Internal and External. It's a little more complicated than saying if everyone lives it, internal and external brands are one in the same. You start with an internal brand and only communicate it outward when all aspects of the company can deliver on the promise. Otherwise you confuse and irritate customers.

Jennifer Rice

Great points... and yes, 'vision' is another loaded word, but a good one. I'll have to ponder that one (might lead to another blog post!).

Marc Orchant

Good topic Jennifer, and some excellent points. A couple of brief observations:

1. I think that even companies that are successful ("get it") can't afford to become complacent. Customers evolve damn fast these days in terms of needs and desires. Having a relentless focus on and dialog with customers is critical.

2. I love the question you pose at the end of your post. What should we call the internal alignment activity? It's really not branding. Despite the loaded meaning behind the term "vision", I'd suggest that Ken Blanchard has the right idea in his recent "Full Steam Ahead".

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