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The Brand Matrix : Corporte Brand Leadership Starts from the Inside

Urde, Mats LU (2024)
Abstract
To run a successful business, you need to engage and inspire your employees. To do that, first clarify the promises and values that make up your organization’s identity core – then align the core with every aspect of the business.

Drawing on his influential Harvard Business Review article, Mats Urde shows how to tackle this critically important task and forge a corporate brand identity that will boldly stand out from the competition. As a visual aid, he introduces the Corporate Brand Identity Matrix, a simple-to-use tool that ties the identity core to the organization’s mission, strategy, communications, and reputation, helping you create a coherent, clearly understandable whole that will engage employees’ imaginations and wow... (More)
To run a successful business, you need to engage and inspire your employees. To do that, first clarify the promises and values that make up your organization’s identity core – then align the core with every aspect of the business.

Drawing on his influential Harvard Business Review article, Mats Urde shows how to tackle this critically important task and forge a corporate brand identity that will boldly stand out from the competition. As a visual aid, he introduces the Corporate Brand Identity Matrix, a simple-to-use tool that ties the identity core to the organization’s mission, strategy, communications, and reputation, helping you create a coherent, clearly understandable whole that will engage employees’ imaginations and wow customers.

The book is packed with stories and practical insights from renowned organizations like IKEA, Trek Bikes, Volvo, and the Nobel Prizes that struggled at first but eventually succeeded in motivating employees and winning over customers by defining the identity core. Whether you’re a board member, executive, or entrepreneur, this book offers you a roadmap to success.
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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Book/Report
publication status
published
subject
keywords
Corporate leadership, Corporate Brand, Corporate identity, Branding, Reputation, reputation and crisis management, Reputation management, Image
categories
Popular Science
edition
1
publisher
Brandur publishing
ISBN
9789198936735
language
English
LU publication?
yes
id
5659e39a-06ce-4534-a939-d76767903971
date added to LUP
2024-07-05 17:16:53
date last changed
2024-08-05 13:16:21
@book{5659e39a-06ce-4534-a939-d76767903971,
  abstract     = {{To run a successful business, you need to engage and inspire your employees. To do that, first clarify the promises and values that make up your organization’s identity core – then align the core with every aspect of the business. <br/><br/>Drawing on his influential Harvard Business Review article, Mats Urde shows how to tackle this critically important task and forge a corporate brand identity that will boldly stand out from the competition. As a visual aid, he introduces the Corporate Brand Identity Matrix, a simple-to-use tool that ties the identity core to the organization’s mission, strategy, communications, and reputation, helping you create a coherent, clearly understandable whole that will engage employees’ imaginations and wow customers.<br/><br/>The book is packed with stories and practical insights from renowned organizations like IKEA, Trek Bikes, Volvo, and the Nobel Prizes that struggled at first but eventually succeeded in motivating employees and winning over customers by defining the identity core. Whether you’re a board member, executive, or entrepreneur, this book offers you a roadmap to success.<br/>}},
  author       = {{Urde, Mats}},
  isbn         = {{9789198936735}},
  keywords     = {{Corporate leadership; Corporate Brand; Corporate identity; Branding; Reputation; reputation and crisis management; Reputation management; Image}},
  language     = {{eng}},
  month        = {{06}},
  publisher    = {{Brandur publishing}},
  title        = {{The Brand Matrix : Corporte Brand Leadership Starts from the Inside}},
  year         = {{2024}},
}