ABSTRACT
This chapter explores a number of fundamentals with regard to brand development, specifically focus, discipline and consistency. It then explains the alignment more closely within the organization, beginning with an overview of the Vision-Culture-Image (VCI) approach pioneered by Mary Jo Hatch and M. Schultz. The chapter focuses on the internal, 'culture' pillar of the VCI equation, that have been unpacked and explored the critical role of – as well as the challenges for – the HR function, for the Chief Experience Maximizer (CEM) and – critically – for the frontline employees. It then shifts direction to look more closely at the externally directed Image pillar of the VCI model, as well as the marketing function more generally. The chapter focuses on the world of brand building; there is a significant and undeniable correlation between focus and value. Aside from focus, it is consistency that is really the lynchpin to building a successful brand, rightly seen as the most important factor in established brand management.
