Brand is a synergistic combination of its attributes (name, logo, slogan, value mantra, design, etc.) and the reputation that differentiates a firm or a person from others, or a product/service for those of competition.

Technically speaking, whenever you create a new name, logo, or symbol for a new product or service, you have created a brand.

Brand Appeal

Corporate Social Responsibility (CSR) is an example of a strategic initiative that contributes to a brand's reputation.




Losing Organization

Silos are created when the individual departments lose sight of the overarching goal of market success and instead focus on departmental goals.

Silos impede knowledge sharing, cross-pollination of ideas, and innovation.





Breaking Silos: Good Practices

Nokia has an informal rule that no-one should eat lunch at their desk or go out for lunch. People are encouraged to eat in the subsidised cafeterias and to mix with people from outside their department. Such informal meetings across departments are beneficial in sharing ideas and understanding.

Oticon broadened the stairs to encourage spontaneous interactions between employees located on different floors  the multidisciplinary interchange.