Hi Patrick I am following your blog since a while. I am a brand coach specialising in Brand DNA workshops for local SME Belgian companies. The process of brand building you explain is very much close to the idea of what Mats Urde, (Lund University, School of Economics and Management) calls "brand orientation" or "brand driven strategies". (http://www.brandorientation.com/) In my experience here in Belgium, many companies, even big ones, are conducting a very traditional communication and marketing approach. This means marcom people are mostly on an island isolated in the company producing nice sales folders, websites and advertising campaigns, without even reflecting about there brand dna and without spreading action plans to involve all co-workers in the brand building process. And indeed you’re right Ceo and business owners should intervene more and claim the ownership of spreading brand culture and brand values amongst all levels of the company. We all know this is a tough challenge, but the only way to take your brand and company to the next level of growth. Geert Van Coillie http://cbox.typepad.com/

Beste Tine Als ik goed ben geïnformeerd, komt deze wijsheid van Albert Einstein.... Geert