Our view on brand

Companies invest heavily in their brands. In 2006 the average spend on brand for a FTSE 100 company was £200m.

But unless the actions of your people are aligned with your brand, the investment is at best jeopardised and more likely undermined.

Some businesses do try to address this key challenge. But all too often it is done in a “broadcast” way – with lots of rules and processes supported by top-down communications. That doesn’t work – it typically creates cynicism or “Have a nice day” rituals which smack of inauthenticity.

What does work is building belief, not mere compliance. People live the brand because it is what they want to do, not because they are told to. 

The Metafore approach can bring huge motivational and financial benefit by closing the gap between your brand promise and the current reality.

Our unique approach:

• Generates behaviour that is authentic and aligned with your brand
• Addresses the barriers that get in the way of people doing the right thing.

MetaforePartners – aligning brand and behaviour

© MetaforePartners LLP 2008

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