From the course: Brand Leadership: Building Brand and Culture
Join today to access over 22,500 courses taught by industry experts or purchase this course individually.
What happens when brand and culture aren't aligned?
From the course: Brand Leadership: Building Brand and Culture
What happens when brand and culture aren't aligned?
- To appreciate the value of something, it's helpful to consider the cost of not having it. Like when considering the price of a home, you might not realize how much a garage is worth unless you think about always struggling to find street parking. If you don't fuse your brand and your culture, you can end up with disconnects that, at best, confuse employees and customers. At worst, the disconnects lead to risk and crisis, like what happened at a national bank a few years ago. The company had always projected a wholesome brand image, with heartwarming ads in an old-fashioned style. But internally, the company operated in a very different way. Employees were taking actions on customers' accounts without their permission, so they could make the impossible numbers their managers expected. These internal practices seriously violated their clients' trust. And the companies had to work doubly hard to regain it. Not only…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.