essence

do believe that morality should have an essence in corporate life apart from normal personal life. Anything done with the positive spirit and honesty always succeeds. A moral employee in any organisation is the basic block for the successful running of an organisation as the employee would be...

BRAND ESSENCE VS. TAG LINE Brand essence represents the identity while tag line represents the brand position. The function of essence is to communicate and energize those inside the organization while tag line’s function is to communicate with the external audience. Brand essence is timeless...

Characteristics of brand essence 1. Should resonate with customers 2. Drive the value proposition 3. Should be own able 4. Provide differentiation persisting through time. 5. Should be compelling enough to energize and inspire employees and partners of the organization.

Brand essence is a compact summary of what the brand stands for. Brand identity structure includes core identity, extended identity and a brand essence. Typically the brand identity will require 6 to 12 dimensions in order to adequately describe the brand’s aspirations. Because such a large...

A leader is an agent of change, and progress is about change. In the words of Robert F Kennedy, 'Progress is a nice word; but change is its motivator.' Leadership is about raising the aspirations of followers and enthusing people with a desire to reach for the stars. For instance, Mahatma...