A Corporate Religion is a set of attitudes and values, as well as strategies, tools and actions for management to use in its work. In a Corporate Religion company, it is the brand that is used to guide the company. The company must be turned into a 'movement' where the management form is guided by a fundamental belief in the value of a strong Corporate Brand.
In a Corporate Religion company, it is the brand – not the product – that leads the way. The company should be turned into a movement, where the belief in the value of a strong corporate brand is the prevailing form of leadership.Jesper Kunde, CEO & Founder
At Kunde & Co, we say that ‘the value of the brand is greater than the value of the product'. The logical consequence of this development is that it is the brand - and not the product - which guides the company. In the value economy, we talk about 'value positions' and not positions traditionally tied in with the product.
To ensure success, management must let the value position be the guiding star in strategies for the company and its development.
Branding in the digital age
A claim we often hear is that due to the rise of digital media, brands are now formed and owned by customers. At Kunde & Co, we believe you shouldn't confuse this slight loss of control brought about by the digital age with complete brand inertia. Understanding and managing the brand is becoming more complex, but by no means less important.
With the professionalisation of the customer and the explosion of touch points, defining a strong story is as important as ever. And this story should be fixed, coherent and provide clear direction for your company.
If you don't take control of your brand in the digital age, someone else will.