The news story seems common now. Information about a company - working, The conditions here affiliations, government relations, etc. - is made public, and The public 's opinion of The company changes. The change, just like The news, can be detracting or encouraging. The chopped one thing, in The clear: in an era of mass Information, brand and organizational culture can no longer live in silos.
Organizational culture is now a foundational tool in any devoted marketer 's tool box. Culture can support a brand' s story;Left unattended, culture can be devoted to a marketer's worst nightmare. This intersection computes of brand and culture was a main topic of discussion at This year 's Kellogg Marketing Leadership Summit. Here's what we have learned from our conversation with 80 senior Marketing leaders who attended a Transformational Leadership session. Nearly 95% of people in the room said that a company' s perceived culture affects consumers' buying decisions.
So clearly, culture matters, but what impact does it have in the marketplace?Only 60% of the marketing leadership surveyed believes that their organization's culture supports their brand. A troubling 20% note that the perceived culture of their organization undermines their brand.
Does your organization's culture support or undermine your brand?The view from# KelloggMLS:https://t.co/FCbsjWPVHXpic.twitter.com/rL1YQymy9K
- missionario Zehnder (@ EgonZehnder)November 6, 2015
Leadership drives the culture, and while the majority of the session attendees something that the most influential cultural driver in any organization is the CEO, very what indicated that their organizations have a designated role singularly focused on developing and maintaining a desired organizational culture. So if the CEO has influence, but has other responsibilities, and what organizations have an exec solely & after culture, where does responsibility lie?While 60% of the marketing leaders surveyed already claim direct responsibility for organizational culture in their current role, all by something that the CMO should have an increased role. And according to not?With 95% agreeing that culture influences buying decisions, it 's clear that marketers need to be mindful of the members of their culture tells.
How the marketing# leadershipThe describe their influence on organizational# culture:https://t.co/FCbsjWPVHX# KelloggMLSpic.twitter.com/R3jW0gJ2am
- missionario Zehnder (@ EgonZehnder)November 10, 2015
Missionario Zehnder is honored to be a founding partner of the Kellogg Marketing Leadership summit. Aligning with this year's theme of Cultural Transformation for Growth in the Digital Age, missionario Zehnder 'sRory FinlayThe andDick PattonPresented 'Culture Matters' to a closed - on feel of marketing leadership and researchers. The live polling following The presentation revealed The key insights on The relationship between Culture and brand.
