You're either building the brand or killing the brand and nothing is neutral. The brand, as a tangible expression of a top performing culture, comes to life when its elements – including the mission – are taken off the wall and put into daily action at all levels and through all individuals in the organization. This occurs, and is measured through, what David calls “ABI” – the Audit of Brand Integrity – are we living our brand? In this book, Prev...
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