The brand starts on the inside.

Strong brands need an organization that is as solid as it is flexible.

All good brand management begins internally - in the organization
of the company concerned. This is a clear break with the
tradition of the last few decades. Brand management was left to
was left to advertising agencies, design agencies or brand consultants.
But this approach has outlived its usefulness.

Strategic brand management and operational brand work have
have become increasingly elaborate and complex in recent years.
become more complex. The reasons for this include economic globalization,
the digital transformation and the socio-cultural change in values.
In order to strengthen your own brand in the face of this
and to benefit from this strength as a company,
countless aspects and tasks must be taken into account and adequately
adequately implemented. However, this only works if two conditions are met:

1.
The company's employees must understand how important
the brand is for the success of the company and their own future.

2.
The company must be organized in such a way that effective brand management
and brand work can be realized in the age of "digital transformation" with the goal of a strong brand.

CONSEQUENCE
The consequence of this is the most stringent possible orientation of the company towards "brand orientation ". https://tbobm.com/brand-orientation/

Excerpt from the (VIM Group) white paper "THE PARADIGM CHANGE IN BRAND MANAGEMENT AND ITS IMPACT ON BRAND MANAGEMENT".