Steven Bleistein
Feb 26, 2018

Campaigns don’t shape brands—employees do

Tokyo-based business strategist Steven Bleistein argues that branding is a company leader's responsibility and employee actions are the strongest reflection of what a brand is.

Campaigns don’t shape brands. Leaders do. Campaigns merely project to the outside world the brand as perceived by the people inside your company. Dissonance will cause any branding campaign to fail, no matter what you do.

I define branding as a uniform concept of value elicited by a name or symbol without need for explanation. Creating or changing any brand starts first and foremost internally in a company, not externally. If I want to know...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Re.Con: a first look at the series speakers
Premium
8 hours ago

Re.Con: a first look at the series speakers

Re.Con deep-dives into market-specific issues and topics affecting digital marketers.

Premium
Airbnb hires Musa Tariq for experiences marketing role
Premium
9 hours ago

Airbnb hires Musa Tariq for experiences marketing role

Tariq left Ford earlier this year and has been working as an advisor since.

Premium
Asia’s financial crises and recessions
Premium
9 hours ago

Asia’s financial crises and recessions

The ’97 crisis better-prepared the region for the global financial crisis in 2008-09.

Premium
APAC growth leads Omnicom to beat analyst expectations in Q3 earnings
Premium
9 hours ago

APAC growth leads Omnicom to beat analyst expectatio...

The holding company's advertising business grew by 4% in the quarter.