Embedded Brand: The Soul of Product Development

In an intriguing and important question, Guido Stompff asks if a brand's essence can be understood and conveyed intuitively.

His positive response is based on research done at Netherlands-based Oce Technologies.

In that company, analyses done for different divisions in different years revealed a consistent cluster of brand paradigms that Stompff interprets as themes employees absorb as unstated but very real dimensions of the corporate culture.