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Interview InterviewFEBRERO 2016

Purpose, Alignment & Brand

Nicholas Ind (Kristiania University College in Oslo) explains to us the creation of strong brands

Interview with Nicholas Ind, lecturer, writer and consultant. He is author of twelve books and Professor at Kristiania University College in Oslo. Ind explains that brands are defined by people. It is employees who determine how an organisation is seen and customers who decide when to start and terminate their relationship with the brand. This suggests that the interface between employee and customer (and other key audiences) is fundamental to either building or destroying brand value.