Goals shape brands. They become the guiding purpose of a business, and provide a lightning rod to organize people, create energy and make decisions.
The biggest obstacle to creating a unified brand for a professional services firm is the Partner compensation plan. ‘Eat what you kill’ comp plans fracture brands.
Santa Claus is not skinny, surly, vegan or fur-friendly. He doesn’t wear green, and he’s not clean shaven. He’s Jolly Old Saint Nick and we universally love him. He's the world's most recognized fictional character, and the stickiest brand.
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