Learn the key means of building a sustainable brand is to create an internal brand school within your organization.
Too many brands are caught up in collecting numbers (any kind of fan) instead of collecting AND connecting with fewer, but more passionate fans (a specific kind of fan). However, “passion” is exponentially more effective than the former. Being “loved” wins over being “liked” every time.
If you don’t know, don’t feel bad, you’re in good company because many of today’s business leaders couldn’t tell you either. Maybe this story will help to clarify.
Many leaders react to outside threats to their brand (dissatisfied customers, cantankerous critics, unruly competitors, etc.), while ignoring internal risks that could be even more damaging. However, individuals within the company who may not intend to do harm, may inflict as much or even more damage to your brand.