Strategy+Business: The Internal Impact of External Branding
Strategy+Business: The Internal Impact of External Branding"Indeed, for the many companies attempting to make the shift from selling lower-margin goods and services to offering higher-margin customized solutions, branding can serve a powerful internal purpose. When we were faced with this very challenge, our branding strategy was critical in uniting formerly divided business-unit and product-oriented management factions behind new shared goals and strategies to deliver solutions."
Permalink | Tuesday, January 28, 2003
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