Advertising and marketing lay a strong foundation for perception of a brand, at least until people have contact with a company. Once people buy products or interact with company employees, their long-term impressions will be shaped by their experiences. Employees need to internalize the company brand or its image will suffer.
Measuring the brand internally
This article was originally published in Strategic Communication Management, June/July 2002. Melcrum Publishing Limited, London, UK (2002).