Letting the brand guide the people

Melissa Richardson

doi:10.1057/bm.2000.13

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Journal of Brand Management

March 2000, Volume 7, Issue 4, pp 275–280 | Cite as

Letting the brand guide the people

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Melissa RichardsonEmail author

Practice Paper

First Online: 01 March 2000

Received: 13 October 1999

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Abstract

This paper outlines a process and tools for cascading the principles of the company brand throughout an organisation. Effectively done, the brand is enabled to guide the people that need to deliver its promise.

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Authors and Affiliations

Melissa Richardson
- 1
Email author

1.Galileo Brand Development CompanyWoolloomooloo, SydneyAustralia

About this article

Cite this article as:: Richardson, M. J Brand Manag (2000) 7: 275. https://doi.org/10.1057/bm.2000.13

DOI https://doi.org/10.1057/bm.2000.13
Publisher Name Palgrave Macmillan UK
Print ISSN 1350-231X
Online ISSN 1479-1803

Published in cooperation with
Palgrave Macmillan

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