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I am working with a company that needs a leadership brand overhaul of note. In the interests of confidentiality I shall refer to them as the ‘fat-cats’, which they will no doubt find amusing.
Love their new leaner more ‘elegant-cat’ corporate brand in which they have invested time, effort, and bundles of lovely money. The issue that they now need to address is their people – not all of them live up to the glossy images and clever words. It seems their market is not buying this makeover, doesn’t trust the lick of paint… feels that they are only papering over the cracks.
So we now have the original market perception of fat-cats, fighting with the new brand image of elegant-cats, and it has resulted in what I will politely refer to as a brand incongruency, stronger still, a brand-lie. Or, in terms we are all too familiar with, we now have a typical case of perception VS spin.
Leadership brand culture, like all culture is ‘top-down’. I take my hat off to the management team for embracing this next phase of bringing it all together. Without their commitment, not only would fur surely fly, but their competitors would get to make a juicy meal of it.