Reset: theme 4 – brand alignment, culture and ecosystems

| December 17, 2019

With the changing, fluid and flexible nature of relationships between people, brands and organisations, and the need to leverage one identity across multiple audiences, products and services, media/touch-points and geographies in order to deliver seamless experiences and maximise investment, more organisations will seek brand and culture alignment over the next few years.

In “Fusion: How integrating brand and culture powers the world’s greatest organisations” launched in 2018, Denise Van Yohn states “despite the incredible value of an integrated and aligned brand and culture, most organisations not only separate them as if the two have nothing to do with another, but also go about building and cultivating them the wrong way”.

By aligning and activating people – customers, employees, stakeholders – and brands – customer, employer, corporate – around a common purpose, values and culture, organisations can move beyond siloed and matrix structures to agile, evolving ecosystems that facilitate delivering the personalised and compelling experiences that people expect, when, where and how they want it.

You can read more about ecosystem thinking for agile organisations and brand-culture alignment.