Omnipotence of the brand
Books&More In *Corporate Religion*, Jesper Kunde does not address the question of faith. Nevertheless, his book has a lot to do with faith.
Jesper Kunde presents in "Corporate
Religion" does not address the question of faith. Nevertheless, his book has a lot to do with
Faith. But not with the belief in a higher power,
but with the belief in the omnipotence of the brand. The basis for this is
Customer a corporate culture that is lived. Successful examples of this
there are plenty, from Body Shop to Harley-Davidson and Nike to
Starbucks. Jesper Kunde, who runs a large advertising agency in Copenhagen
and manages, vividly demonstrates what he means by corporate
religion: a strong brand with which both the
employees as well as the customers who live - and thanks to
that distinguishes one company from the others and therefore stands out in the hard
competitive market. Because customers buy the image and
not an interchangeable product or service.
This is even more true today than it was five years ago. (rh)
Religion" does not address the question of faith. Nevertheless, his book has a lot to do with
Faith. But not with the belief in a higher power,
but with the belief in the omnipotence of the brand. The basis for this is
Customer a corporate culture that is lived. Successful examples of this
there are plenty, from Body Shop to Harley-Davidson and Nike to
Starbucks. Jesper Kunde, who runs a large advertising agency in Copenhagen
and manages, vividly demonstrates what he means by corporate
religion: a strong brand with which both the
employees as well as the customers who live - and thanks to
that distinguishes one company from the others and therefore stands out in the hard
competitive market. Because customers buy the image and
not an interchangeable product or service.
This is even more true today than it was five years ago. (rh)
Corporate Religion by Jesper Kunde. Dr. Th. Gabler Verlag, Wiesbaden 2000,
329 pages, 85.50 francs.
