25 September, 2019 - 27 September, 2019
01 October, 2019 - 01 October, 2019
02 October, 2019 - 03 October, 2019
02 October, 2019 - 04 October, 2019
03 October, 2019 -
A few weeks ago, I spent most of the day teaching an Executive MBA Class on brand authenticity and repositioning. To get on this course, the students combine academic qualifications with considerable business experience. These are senior staff, full of ideas, and quick to spot weaknesses. With many of them working for major companies, the mostly already realised that the brand is a vital asset. For many the importance of getting the positioning correct, and understanding why, is well understood and any organisation that plays games with authenticity risk a rapid decline.