Corporate Religion : Building a Strong Company Through Personality and Corporate Soul

by Kunde, Jesper

• ISBN13: 9780273643807
• ISBN10: 0273643800
• Format: Hardcover
• Copyright: 2000-04-01
• Publisher: Financial Times/Prentice Hall Books

Summary

-- Building companies with self-worth and belief: the 21st century's key success factors.-- Building brands "from the heart".-- How the leaders are doing it: from Virgin to Starbucks, McDonald's to Harley-Davidson.

Author Biography

Jesper Kunde started the advertising agency Kunde & Co.

Table of Contents

Introduction	xi
B J Cunningham
Preface	xv
Corporate Religion -- the essence	1	(26)
Corporate Religion -- a coherent description of the company	3	(1)
Harmony and penetration power	3	(2)
Find the right formula	5	(3)
Becoming a Brand Religion	8	(2)
No Brand Religion without Corporate Religion	10	(17)
Harley-lujah (Harley-Davidson)	14	(7)
The name is Bran(d)son... (Virgin)	21	(6)
International chaos	27	(20)
Market adjustment makes a virtue out of weakness	29	(1)
The need for spiritual management	30	(1)
Companies must have a corporate religion	30	(1)
Why is ``spiritual'' management necessary?	31	(1)
The movement from national to international companies	32	(7)
The movement from product to concept	39	(1)
Product life cycles are shortening	40	(1)
Quicker reaction to changes	41	(1)
The movement from one brand to multiple brands	42	(1)
The company behind the brand	43	(4)
Brand Religion	47	(50)
A strong market position is the key to the future	48	(1)
Brand Values	48	(3)
High involvement is the key to Brand Value	51	(4)
Brand positions	55	(19)
The businessman's airline (SAS)	67	(7)
Brand building	74	(7)
Show business (Worldwide Brands Inc.)	76	(5)
The brand band	81	(16)
Star Wars (Adidas/Nike)	84	(8)
`Waiter, a T-shirt, please!' (Hard Rock Cafe)	92	(5)
Corporate Religion	97	(64)
A strong brand requires a strong organisation	97	(3)
You don't get belief out of a slot machine	100	(1)
Spiritual management	101	(7)
Religious leadership (Microsoft)	104	(4)
Corporate Religion -- value based growth management	108	(1)
Product	109	(1)
Mission	109	(1)
Vision	110	(1)
Corporate Religion	111	(3)
Development of a Corporate Religion	114	(17)
System	131	(1)
Commitment	132	(1)
Action	133	(8)
Paradise regained -- perhaps (IBM)	135	(6)
Corporate Religion can focus all types of companies	141	(7)
Music to the ears (Oticon)	144	(4)
Corporate Religion in consumer-oriented companies	148	(7)
The Body Shop creed	149	(6)
The threat from large subsidiaries	155	(6)
Consistent values consummate success (The Walt Disney Company)	156	(5)
Commitment and action	161	(30)
Commitment	163	(2)
Education as a commitment creator in business-to-business companies	165	(6)
Coffee religion (Starbucks)	167	(4)
Everyone can be educated	171	(6)
Educating Ole (McDonald's)	173	(4)
The interaction between commitment and Corporate Religion	177	(1)
Action	178	(9)
The Japanese boomerang (Toyota)	182	(5)
Control of campaign and sales activities	187	(1)
Action requires good planning	187	(4)
Consequences for the organization	191	(24)
Reuniting the power centre and the consumer	193	(2)
Making the non-homogeneous international company homogeneous	195	(3)
Corporate Religion requires a complete new organisation	198	(11)
Different stages of development	209	(2)
The religious focus	211	(1)
New organisational thinking	212	(3)
Consequences for top management	215	(16)
Spiritual focus	216	(2)
Spiritual management with the founder as leader	218	(2)
Spiritual management in companies with second generation management	220	(1)
Corporate Religion requires a very strong management	221	(3)
Corporate Religion requires a visible management	224	(1)
Corporate Religion implies a new type of leader	225	(3)
The leader of the future must stand at the front	228	(1)
System for supervising the global market	229	(2)
Implementing a Corporate Religion	231	(20)
Internal analysis of the company's product programme	232	(2)
Analysis of brand values in selected markets	234	(1)
Assessing the brand's business opportunities	235	(1)
Developing the Corporate Concept	236	(2)
A total description of the company	238	(1)
Defining the Corporate Religion and the system set-up to ensure commitment and action	239	(3)
Trials in selected test markets	242	(1)
Adjusting the concept and the religion	242	(1)
Dismantling the old international organisation	242	(2)
Changing the organisation simultaneously	244	(1)
The religion must be impressed on everybody right from the start	245	(1)
The religion is established within a year	245	(2)
The corporate religion driven company is always evolving	247	(1)
... And the future?	247	(4)
Epilogue	251	(2)
Introduction to the epilogue	253	(1)
Major marketing tasks	254	(2)
Fixed budgets	256	(1)
The international dimension	257	(1)
Strong market positions	258	(3)
Integrating specialist competencies	261	(1)
The total communication agency	262	(3)
Creative chaos	265	(3)
A special culture	268	(1)
The representative group	269	(4)
Finding the future in the past	273	(1)
The total description	274	(1)
Nurture your Corporate Religion	275	(1)
Take care of the family	276