Who Owns Your Company’s Brand
I’ve written a lot about the positive aspects of brand, brand humanization, allowing employees to be brand ambassadors, and to free up their personal brand to evolve just as real people do. What I haven’t talked about as much is who owns your company’s brand. Does the organization? Do the brand ambassadors? Where do you draw the line, and when? I’ll tell you a story about a software technology company (one of my clients) which hired a well-known thought leader to be the brand ambassador for one of its product lines. The company allowed the brand ambassador to Tweet and blog