ersonnel director; expressing company strategies; training, motivation, and leadership; and internal communications. Organization is considered, meaning here getting the company branding just right. The right organization for a company brand implies that brand management resides at the top, and the skills needed for the management working group ar those or production, personnel, communications, and brand designer.
King analyzes common methods for communicating brand values, such as brand audit, brand positioning and brand personality, brand strategy, and briefing. Establishing the proper working methods and common languages needed is an extremely demanding and time-consuming job. King discusses what he calls the brand idea, a good idea that infuses the brand, defines it, and serves as an original metaphor for the personality of the brand. This means the brand borrows from the outside something with the same personality characteristics which could then be uniquely associated with it. Product brands manage to do this, but it is more difficult to find an adequate metaphor for the personality of an entire service-based company.
There is little doubt that King is correct about the new pressures corporations are facing and about the fact that this indicates the need for corporations to change the way they do business, the way they relate to the consumer, and the way they relate to other companies in t
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