Living the Brand


We believe that every brand development initiative involves creating aligned internal brand experiences. We call this Living the Brand.

Living the Brand: a definition

Living the brand is the set of strategic processes that align and empower employees, distributors, franchisees  and other downstream partners to consistently deliver the appropriate customer experience.

It is the process that translates brand strategy and brand promise into employee actions that create value.

Living the brand is the necessary foundation of the organization’s ability to manage the brand as a tangible asset and secure a positive investment return from major new initiatives.