Corporate Religion Book

We all believe by now that brands are important, nay absolutely central, to business these days. In a cluttered, competitive world, a strong brand is the only way to stand out. But for Jesper Kunde, mere intellectual acceptance of this idea is not enough. You have to really believe. No, really, really believe in your own brand, if you are to stand any chance. There can be no higher state of belief than a religion, offering total faith with a deep spiritual element. And that is exactly what Kunde is proposing: that your brand must become a Corporate Religion. "Only with a strong spirit at its foundation can a company achieve a strong market position. And make no mistake, it is a brand position that ultimately decides a company's success--or lack of it", he writes. He argues that today the product is still the main way a company communicates. But soon that will not be enough. The brand isn't merely a facade that is presented to the consumer. It must be a truth, a vision that informs everything the company does, internally and externally, anywhere and everywhere in the world. Kunde, head of leading Danish marketing consultancy Kunde & Co, describes a brand hierarchy, starting with product, moving to concept brand, corporate concept and brand culture (where brands are so strong in the eyes of the consumer that they become the equivalent to the function they represent).He takes an holistic approach to both brands and organisations, which could lead to interesting but rather vague conclusions. The real value of this book is that while his vision is almost mystical, he constructs the stairway to brand heaven out of concrete. He discusses the minutiae of international organisation, looks at how the idea can be disseminated, looks at the implications for different types of company, talks about how to implement a corporate religion and focuses in detail on the implications for management and the organisation. Although this is largely about marketing, it is fascinatingly and provocatively written in a way that makes it ideal for all marketers as well as anyone in the organisation who may be concerned that their organisation lacks true competitive edge. --Alex BenadyRead More