Aligning Firm, Leadership, and Personal Brand [Archive.org URL]

Desiring alignment and delivering it are two different matters. We have found that the concept of a brand promotes alignment between external expectations and internal actions. In marketing terms, brand represents the expectations associated with a product or service that differentiates it from competitor offerings in the minds of customers and influences customer opinion, choice, and behavior. We can adapt this definition to define three additional levels of brand beyond product brand (firm brand, leadership brand, and personal brand) that turn external expectations into internal actions. Using these three levels of brand, we define four components that are necessary to create alignment between external and internal factors.

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