Brand-Culture Connection

June 2018: Vol 41 No 6
by Karen Bankston

Aim to align your organization around its primary purpose and personality—inside and out.

Many hands holding up a blue sign that says “Brand”

People sometimes walk into Trailhead Credit Union to order a latte without realizing they’re in a financial branch. Every day is “jeans day,” and employees often find that the tattoos they had to cover back when they worked at other financial institutions are now conversation starters.
Those distinctions are the outward manifestations of concerted efforts begun five years ago as the now-$120 million Portlan...

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