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Interview InterviewSEPTIEMBRE 2013

Purpose, Alignment & Corporate Brand

Terry Tyrrell (Brand Union) explain to us the key points of a Corporative Brand

Terry Tyrrell, Co-Founder The Brand Union, explain to us the key points of a Corporative Brand. The company is a global brand composed of about 500 people around the world. Brand Union is a wholly owned subsidiary of the WPP.  

He identifies four main components that conform a brand: corporative identity, values, personality and behaviour. Besides, Tyrrell thinks that there are just three kind of brands: 

  • Consumer Brands
  • Corporate Brands
  • Company Brands