Your organization’s brand is the essence of how the world sees your company. If your people do not LIVE your brand, your company is not congruent with what you promise your customers. The alignment of your brand and your organizational culture are essential for a competitive advantage. Creating a Brand Centered Organizational Culture can be achieved when your brand becomes more than just a product or service.

One of our clients manufactures composite pipes in Iran, they are the largest manufacture of this type in Iran and provide pipes for water, chemicals, oil and more. On the surface, this is NOT a romantic business... and yet, by the end of a program the 700 plus people working in this organization felt that their organization was providing a service to the environment and Iranian villages to get potable drinking water for their families. They also felt they were helping the nation help people around the globe to live modern lives. It became a greater purpose for everyone in the organization, their perception of their jobs changed after going through the DC psychological Organizational Change process that gave them a Greater Purpose.

They came to greater realizations on quality and speed because they were no longer making pipes, they were an important part of preserving the environment and helping people around the world, and quality was essential to keep the trust and be a part of global and national contribution – they were humanitarians making a difference, not employees making pipes.

The process was perpetuated with the DC methodology for change when it was tied to this greater purpose through a common language and a unified identity. They created an almost instant visible result in people’s attitudes and their alignment with the organizations brand. The complete organizational change process is outlined in Arthur F Carmazzi’s book: “Lessons from the Monkey King” and can be implemented into an organization within 15 days to start seeing very clear organizational change.