Global Processes/Local Issues LO20015

Martin Silcock (
27 Nov 98 18:23:56 +0000

Replying to LO19812 --

Responding belatedly to Global Processes/Local Issues LO19812 Marilee

I think this quote describes an excellent opportunity of using a company's
brand as a tool to encapsulate a companies purpose and vision . It is
exactly what great woprld class brands have achieved. It can be come the
tangible expression of both the core purpose of the business both
internally and externally. It can also let different culture adapt their
brand's expression.

>Know what is essential to your enterprise, communicate that message at the
>highest, most principled level. Keep it central in the awareness and
>focus of the corporate culture in both formal and informal ways. But put
>the flesh on the bones, that is, to figure how what is the culturally
>appropriate application of those core values at the local level, where the
>"insiders" of the local culture can translate between corporate and local


Martin Silcock

Wagstaffs-Brand Partners
Crown Reach
147A Grosvenor Road

Tel 0171 834 0534

"Our problems are not so much
in finding new ideas as in escaping
from old ones"

John Maynard Keynes


Martin Silcock <>

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