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Business Strategy Missing Link - the Brand Inside

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There is no first here, you can start with the brand externally or with the brand internal. However both have to be done early and compatible. The brand inside means what are your mission, vision, and values (operating principles) for the company. These govern behavior and make it easily to build a world class organization, and must be compatible with branding in the marketplace. Otherwise your company is promising something it can't deliver.

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