Abstract :
If a branded product or service is an excellent choice for a prospective customer, is it possible to build on the resulting goodwill to ensure that the supplying company, especially customer-facing staff, ´lives´ the brand and conveys its essence in all its activities? Here, the author examines whether all the work done in building and positioning the brand can set the style, tone and conduct of the business, to motivate staff, customers, suppliers and local communities alike.
