No company, no brand exists in a vacuum. Not only, but every company, every brand is brought to life with people, by people: the brand’s stakeholders.
They are all affected, whether they know it or not, by an organizational culture that influences their humour, their productivity, their sense of belonging, their pride, their satisfaction, and their wellbeing.
Yes, we all need to listen to Lou Gerstner, for the good of the people, for the good of ourselves.
…in the end, an organization is nothing more than the collective capacity of its people to create value. I always believed that organizational culture was part of the game… now I know that it is the game!
Lou Gerstner, the transformational CEO of IBM
And the most effective and proven way to address and promote organizational culture change is through the innovative tool of brand story. Just ask Daniel Pink. Just ask Kevin Roberts. Just ask Cameron & Quinn.
FROM THE AGE OF INFORMATION
TO THE AGE OF IMAGINATION
And we can also ask Rolf Jensen, as well, in his cult business book, “The Dream Society,” where he declares that the future belongs to brands who know how to tell their stories. A few quotes from his book: “the company / brand are a living entities… which thrive on its own intellectual capital… and requires employee participation… with a spirit of togetherness, as in, ‛we are all in this together’ … and a motivating idealization…”