Organizational Brand

Why So Much Anger at the Girl Scouts?

February 22, 2010

Tweet Ever since I poked the beehive back in August with my post about Walmart and Girl Scout cookies, my blog and I have been receiving angry comments from people who just hate the Girl Scouts. It’s one thing to be angry at Walmart, but the Girl Scouts? I don’t understand… Why is there so […]

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Girl Scouts Rebrand Their Cookies: “Every Cookie Has A Mission”

February 18, 2010

Tweet The Girl Scouts have been busy with their organizational re-branding efforts. With the start of the 2010 Cookie Season, they have a new branding campaign specifically designed to make Girl Scout cookies meaningful. Back when I wrote the post Wal-Mart Knocks Off the Girl Scouts, about Walmart entering into competition with the Girls Scouts […]

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Beyond an Online Dress Code: A ‘Look Code’ for Work Avatars & Employee Branding

November 3, 2009

Tweet We need to go beyond dress codes and consider “Look Codes” for the work avatars that employees use online. Online look codes will help employees translate the qualities of their organization’s brand into the avatars they create for themselves. Organizations should care about their members’ work avatars because these avatars are representing the organization, […]

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What’s your *personal* ROI as a Brandividual?

June 3, 2009

Tweet I’m not a wholehearted fan of personal branding. Some elements of applying a construct designed to sell products to the activity of selling oneself are a little questionable (as I argue in my Employee Branding research),  because personal branding can lead to an overly commercial understanding of the self. Quite simply, personal branding can […]

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What’s Better Than Branding the Organization with the CEO?

December 9, 2008

Tweet Graeme Martin , Director of the Centre for Reputation Management through People at the University of Glasgow, has written an interesting post on his blog, about the Dangers of Branding Leaders . Writing about the practice of creating an organization’s brand / identity from the celebrity personality of the CEO as a strategy for […]

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B Corporations and Employer Branding

November 27, 2008

Tweet Branding your organization as being "for purpose and for profit" might help you attract just the right kind of talented job applicants. At least that’s what the HR Folks at Reece Computer Systems seem to believe. In their job posting for a Consulting Engineer , Reece Computer Systems not only describes the position and […]

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Authentic Organizational Partnerships: Co-Branding and The Abercrombie & Fitch Trauma Center

March 27, 2008

Tweet (photo from TheConsumerist) In an earlier post we considered how the new name of the Abercrombie & Fitch Trauma Center might affect the Center’s employees. Here, let’s consider why a partnership between Abercrombie & Fitch and the Columbus Children’s Hospital is inauthentic. And, let’s consider what criteria should be used to evaluate whether a […]

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