Living the Brand

Action Branding: Using activity streams to authenticate identity claims

March 23, 2011

Tweet Action Branding is the concept that brands are the sum of their actions. — Extending this concept to personal brands and organizational brands, action branding helps individuals and organizations demonstrate, and thus authenticate, the character, values and purpose they claim to have. — Social media creates opportunities for individuals and organizations to track, organize […]

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Resources for Authenticity: Being vs. Understanding

June 30, 2009

Tweet What resources can organizations draw on to create and sustain an authentic sense of “who they are”? My class with the Darden EMBA students on Saturday danced around the questions of “How do organizations ‘source’ their identity? and “How do organizations sustain their authenticity?” Even though we had a chance to discuss many other […]

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Can an employee be “too authentic”?

February 28, 2008

Tweet “The guy was too authentic to do his job!” The employee in question worked for an organization that created “lifestyle” products for the action sports market. He worked as an editor and was responsible for updating the organization’s website every morning. The organization positioned itself as having authentic insight into the action sports community, […]

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You don’t have to ‘live the brand’ to give the brand

February 22, 2008

Tweet “Living the Brand”, an internally-focused branding strategy  heralded by marketing gurus , is being touted in the March 2008 issue of the Harvard Business Review. HBR features a case discussion about how to achieve organizational authenticity at the fictional Hunsk motorcycles. Marty, Hunsk’s new marketing manager, is intent on reinvigorating Hunsk’s brand by making […]

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