From the course: Brand Leadership: Building Brand and Culture

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Leading culture

Leading culture

From the course: Brand Leadership: Building Brand and Culture

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Leading culture

- According to PWC and International Services Company, 71% of company leaders say that culture is an important leadership agenda item, but only 48% of employees agree. Why this huge culture gap? One of the most common reasons is that leaders may think and talk about the importance of culture, but they don't take responsibility for cultivating it. Instead, they commissioned the HR department to work on culture, and then consider their jobs done. But culture building can't be delegated. The top leaders of the organization, the CEO, owner, or President, and their leadership team must determine the kind of culture the company needs to achieve its goals, since they are in the best position to develop that vision and understand what it will take to get there. And then they must cultivate that culture throughout the organization. To achieve brand culture fusion specifically, they must bridge the silos of HR and marketing,…

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