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Forbes – Corporate Culture-based Brand Building

Brand leaders are beginning to grasp how closely the customer and the employee experience intersect and how both are shaped by corporate culture. In a blog post for Forbes, Scott Davis says it makes sense for marketing leaders to play a greater role in developing the cultural side of brands. Rory Finlay, head of Egon Zehnder’s US consumer products practice agrees. Based on the results of an executive survey taken at the Egon Zehnder/Kellogg Marketing Leadership Summit, 95% of the marketing leaders in attendance believe that a company’s perceived culture affects consumer buying decisions. Interestingly, only 60% believe that their organization’s culture supports their brand, while 20% claimed that it actually undermines their brand.

Full story: Scott Davis: Why In-N-Out Burger And Google Have More in Common Than You Think in Forbes (7 June 2016).


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