Branding From the Inside Out

January 27, 2015 by Tony Wessling

When Howard Schultz embarked on a brand refresh for Starbucks a few years ago, he didn’t make a high-profile change to the logo—he closed all outlets for a few hours so he could coach managers on how to positively change culture at the store level. Executive SummarySuccessful companies are branding from the inside out, says Chromium’s Tony Wessling, who explains that this means they are building innovative, responsive cultures that consistently attract and retain both customers and talent. Here, Wessling provides four key principles to build a culture that translates into a successful brand.

Executive Summary

Successful companies are branding from the inside out, says Chromium's Tony Wessling, who explains that this means they are building innovative, responsive cultures that consistently attract and retain both customers and talent. Here, Wessling provides four key principles to build a culture that translates into a successful brand.

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