Chapter 6: Culture Change: The Bedrock of Brand Development

Overview

In the business best seller Good to Great, Jim Collins identifies three interrelated attributes common to companies that have been able to make sustainable leaps in performance. They include identifying

• what the company can be best at in the world

• what best ignites the passion of its people

• how its economics work best ^[1]

The first and second of these "bests" are directly connected to brand and organizational culture. Sustained performance excellence happens when brands are connected to what staff do best. Branding can also spark passion by channeling ambition, creating a clear vision, and building a sense of identity and purpose for everyone who is a part of it. Economic strategy—Collins's third interrelated attribute—creates the financial context in which branding occurs. All three attributes are aspects of organizational culture.

^[1]Collins, Good to Great.