THE BRAND MATRIX: Corporate Brand Leadership Starts from the Inside
About this ebook
Drawing on his influential Harvard Business Review article, Mats Urde shows how to tackle this critically important task and forge a corporate brand identity that will boldly stand out from the competition. As a visual aid, he introduces the Corporate Brand Identity Matrix, a simple-to-use tool that ties the identity core to the organization’s mission, strategy, communications, and reputation, helping you create a coherent, clearly understandable whole that will fire employees’ imaginations and wow customers.
The book is packed with stories and practical insights from renowned organizations like IKEA, Trek Bikes, Volvo, and the Nobel Prizes that struggled at first but eventually succeeded in motivating employees and winning over customers by defining the identity core. Whether you’re a board member, executive, or entrepreneur, this book offers you a roadmap to success.
THE OPPORTUNITY
Prepare to unlock your corporate brand's full potential, driving growth, building trust, and ensuring the relevance of your organization's most important brand. Whether you're a board member, executive, entrepreneur, or simply curious about the dynamics of corporate branding, this book offers a roadmap to success.
THE TOOL
Unleash the transformative power of corporate brand leadership with “The Brand Matrix.” This toolbox helps define, redefine, and align your corporate promise for your leadership, starting from within. Expanding the author’s influential Harvard Business Review article – this groundbreaking book fuses corporate brand building and leadership.
THE APPLICATIONS
Gain practical insights and real-world examples from renowned brands like IKEA, Trek Bikes, Volvo, and the Nobel Foundation, showing how the Corporate Brand Matrix converges business strategy, brand identity, storytelling, and reputation into brands built to last.
THE OUTCOME
Armed with seven essential principles of corporate brand leadership, you'll be empowered to lead with purpose, clarity, and resilience.
About the author
As a researcher, educator, and consultant in strategic brand management and a pioneer in the field of corporate branding, Mats Urde bridges theory and practice. He is an associate professor at Lund University in Sweden with a passion for case-based teaching and learning and has been voted Coach of the Year in the International MBA John Molson case competition in Montreal. As a business advisor, he has brought his concept of the Brand Matrix to businesses, organizations, and institutions worldwide, from Volvo to Komatsu to the Nobel Prize Foundation. His articles have appeared in leading publications, including Harvard Business Review (“What Does Your Corporate Brand Stand For?” 2019), and he is an appreciated keynote speaker. In his spare time, he enjoys sailing and riding Icelandic horses.
