3. To build brand influence
by being culturally relevant
[METHOD]
4. [METHOD]
BUILD
A
BRAND
THAT
MATTERS
What
counts
is
not
how
big
the
brand
is,
but
how
much
of
a
difference
the
brand
makes
in
the
world.
An
inEluential
brand
spreads
its
products
services
and
ideas
further;
it
endures
longer;
it
magniEies
its
successes;
and
it
minimizes
its
failures.
An
inEluential
brand
makes
people
think,
feel
and
act
in
new,
better
ways.
An
inEluential
brand
is
motivated
by
a
purpose
that
stands
the
test
of
time.
An
inEluential
brand
is
based
on
a
relevant
cultural
behaviour
that
the
band
can
address
on
behalf
of
the
potential
customer.
7. [MASTERY]
My
focus
is
brand
development
and
communication
strategies
from
an
business
development
perspective.
Most
organisations
treat
with
their
brands
as
a
separate
entity
from
their
parent
organisations.
In
most
cases,
this
is
a
mistake.
The
organisational
strategy
is
the
basis
of
all
business
decisions,
from
HRM,
System
and
Process
Management,
Financial
Resource
Management,
Research
and
Development,
as
well
as
Marketing
and
Communications.
By
focusing
on
long-‐term
communication
and
brand
development
strategies
based
on
an
organisation’s
core
values
and
goals,
brands
can
be
tactical
and
resilient
in
an
ever-‐
changing
cultural
and
economic
environment,
while
maintaining
their
integrity
and
remaining
relevant
consistently.
8. If
you
are
seeking
a
new
way
to
develop
more
business,
re-‐invent
your
brand
or
business,
or
simply
start
something
new,
it’s
important
to
remember
that
people
don't
buy
what
you
do;
people
buy
why
you
do
it.
Developing
the
brand
that
drives
people
to
want
your
it
is
the
foundation
of
many
of
the
things
you
already
own
or
want
as
an
individual
or
organisation.
Let’s
Eind
a
way
to
discover
the
Why
of
your
organisation
and
create
success
together.
[MOTIVATION]
Success for all
![Aligning brand development
with business objectives
[MANTRA]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)