A recognized thought leader in brand involvement and global organizational communications, he has helped to create several brand culture benchmarks at the world’s most admired companies.
The idea of “brand” is now synonymous with “experience.” A brand today is our cumulative experience with and perception of an entity. Not surprisingly, the single largest determinant of brand experience is an organization’s employees. Whether an airline flight or a hospital visit, grocery shopping or buying shoes, the way we perceive the employees we are interacting with has a far greater impact upon our brand perception than years of magazine or television advertisements.