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Intrabranding
ISBN-13:
9780974501789
Veröffentl:
2020
Seiten:
0
Autor:
Marc H. Rudov
eBook Typ:
EPUB
eBook Format:
Windows
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
Branding, or external corporate messaging, will fail unless your internal stakeholders know, accept, and adopt that messaging. The only remedy is intrabranding: continuously selling and enforcing your corporate brand inside your enterprise. The enterprise is akin to an arch, one of the strongest structural elements; intrabranding is the keystone of that arch. This wedge-shaped keystone holds the arch's other stones in compression and in place, enabling them, as a unit, to bear massive weight. No enterprise can succeed at branding without first excelling at intrabranding, and this book teaches CEOs why and how to do so. Only the agile can win.
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