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Faking It?
by Dr Ashika Pillay
Recently, I have had contact with a few brand names that prompted me to think a bit deeper about how companies represent their brands and strategy. Why do some brands come across true to their inherent value proposition? Why do employees of some companies truly LIVE the brand? On the other hand, why do some customers come back truly disappointed as soon as they have interacted with a company leaving them with a stark contrast between their expectations and the reality?
The answer I think is written within the DNA of the company. It is the culture of a company, its lifeblood that dictates a customer’s ultimate experience. To put it simply – it’s the reality versus the perception. The buzzwords of employee value proposition and customer value proposition need to have more meaning – one where these two paradigms are intimately connected.
A company’s culture is its DNA – it is the electrical impulse that courses through the structur