About this Book

To run a successful business, you need to engage and inspire your employees. To do that, first clarify the promises and values that make up your organization’s identity core – then align the core with every aspect of the business. 

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.