Creating the optimum culture is central to creating the optimum brand and customer experience. Establishing the optimum culture involves: Defining the optimum brand. Defining and employing only the optimum people. Motivating staff to perform optimally. Providing the required direction and training. Monitoring and fine-tuning the strategy. Following are five tips for building a culture that […]

Creating the optimum culture is central to creating the optimum brand and customer experience. Establishing the optimum culture involves: Defining the optimum brand. Defining and employing only the optimum people. Motivating staff to perform optimally. Providing the required direction and training. Monitoring and fine-tuning the strategy. Following are five tips for building a culture that brings a brand to life and, in so doing, builds the value of the brand and, ultimately, the value of the business. To maximise the value of a brand – implement a branding strategy. A recent survey found that some 77% of executives in B2B businesses view branding as being critical to growth. The other 23% of the executives surveyed are almost certainly fools. It is virtually impossible in any business B2B or B2C to attract and retain the best people, maximise productivity, attract the best customers and margins, and maximise the value of any business without…