http://alinawheeler.com 1616 Walnut Street : Suite 1413 : Philadelphia, PA 19103 : 215. 545. 1205 Sat, 17 Nov 2007 17:50:25 +0000 http://backend.userland.com/rss092 en Encourage companies to begin the branding process from a position of strength and clarity. In psychology, authenticity refers to self-knowledge and making the right decisions for the right reasons. In branding, companies who know they are, what they stand for, and how they are different, have a competitive advantage. Developing ... http://alinawheeler.com/authenticity Frequently, a CEO or a marketing director will ask you, “What will ensure the success of this engagement?” Regardless of the size of the branding engagement or the industry sector, these four factors are critical. A mandate from the top means that the CEO supports and believes in the initiative. ... http://alinawheeler.com/critical-success-factors Involve the whole branding team in identifying the key constituencies that affect your organization’s future. This important exercise is a first step in gaining insight into your stakeholder’s characteristics, behavior, needs and perception. Prioritize your stakeholders and illuminate the gap between the present and future strategies. As the branding process ... http://alinawheeler.com/stakeholder-audit