How to Align Your Brand and Culture
As organizations scale and become decentralized, it is increasingly difficult for a Shared Purpose to arise and exist organically. As a result, companies must use a variety of techniques to manage, direct and expand Shared Purpose throughout their organizations. Our own system is inspired by the work of corporate culture pioneer Dr. Terrence Deal. We draw on six distinct levers across the organization to effectively align brand and culture around its Shared Purpose.