Embedded Brand: The Soul of Product Development
April 9, 2009 | Levent OZLER
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.
more: dmi.org/dmi/html/publications/news/ebulletin/08192 (136)
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