So, you should enumerate and define the various stakeholders who are important to the success of the brand. Continue reading Incorporating stakeholders into your brand platform
There’s one more aspect of the corporate brand platform having to do with the company’s interior.
The last corporate-derived element is a description of the branding organization. Continue reading Establish a branding organization with a manifesto.
I’ve blogged before about the brand platform. You can click on “Brand Platform” in the Categories section to the right to see this discussion grow throughout 2008. Every company needs a brand platform before beginning the creation of a brand and the branding elements like names, logos and taglines.
So, what drives the business? This question can be considered as part of defining the corporate culture, but it is important enough to be explored separately. Continue reading What drives your business and your brand?