Today’s organizations — be they B2B, non-profit, government or consumer – live and die by their ability to build and deliver a strong employer brand that earns the trust and loyalty of their employees. If your external brand is the sum of all the experiences that someone has with your organization, then that is true of your employer brand too.
There are many canaries that will alert you to the potential for lethal gas in your proverbial B2B brand coal mine, but no bird is more effective at pointing to danger than a sales team that struggles to describe what makes your brand and your offerings different.
All the signs seem to point to a looming recession. Of course, recessions are almost always driven by emotional angst, and with every nervous sell-off or panicky tweet we set our course more firmly. Humans are nothing if not herd animals.
There’s been some debate lately about whether brand loyalty is disappearing. Some business and marketing observers have tried to tie an overall decline in brand loyalty to a similar decline of loyalty in society generally.
