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Modern consumers possess a highly accurate radar for corporate insincerity. If your internal company culture does not align with your external marketing, online reviews and social media call-outs will quickly bridge the gap. 5. Internal Branding Drives External Success

Olins was known for his straight-talking, jargon-free approach. He believed that a brand was not just a logo or a marketing campaign, but the very essence of what a company stands for, how it behaves, and how it is perceived by the world. Core Concepts of The Brand Handbook the brand handbook wally olins pdf 12 hot