By George Anderson

A Strategy + Business article, The Internal Impact of External Branding, written by Victoria Pao and Steve Lawrence begins, “Conventional wisdom says branding is for external communication; it aims to influence current and prospective customers. But this view of branding is too narrow, especially when a company is trying to fundamentally redefine its business strategy.”

Moderator’s Comment: Do retailers and other companies
need to make changes to how they communicate their brand internally as well
as externally?

A brand is a promise. Employees need to understand what’s
been promised if they are to be expected to keep it.
[George
Anderson – Moderator]

• The
  Internal Impact of External Branding – Strategy + Business