Key points from the chapter
A strategic tool for growth
Successful organisations recognise that branding and design are essential components for growth and innovation regardless of their size. Service still tends to be under valued as a key differentiator by many organisations.
My most successful clients share a common pattern in terms of their thinking, behaviour and communication that helps explain why the best of them grow consistently, whilst others do not. This is mirrored in successful world-class organisations.
I wanted to develop an easy way to explain how service brands grow by linking an organisation’s strategy to its clients, its leader and its people as well as its suppliers - in a way that everyone can understand and support.
My aim is to share this in a form that you can adapt for your own advantage, first by thinking differently and then looking at your specific circumstances from a new perspective. Then introduce changes that make a fundamental difference over the long term.