Businesses with powerful external brands are often of the opinion that preserving that brand’s look and feel, in all environments, is essential to its integrity and success. I beg to differ. The requirements of a brand internally differ fairly dramatically from their requirements externally. In the way that we wouldn’t choose an estate car to […]
Read More… from Internal identity: Consistency vs. coherence?
I was recently given a glowing report of life at one of the major supermarket chains by a budding communications professional, following her experience of working on a graduate programme. She didn’t have a bad word to say about them, and would, given the right opportunity, go back there at the drop of a hat. […]
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