Corporate Religion

Corporate Religion is a book on branding and corporate culture by Jesper Kunde. Don't be put off by the title, it's just a convenient framework the author uses to talk about the emotional values within corporations.

From the Back Cover: "Building tomorrow's market leaders: companies with a soul. 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. In the future, building market leadership will be about building companies with a strong personality -- a corporate soul, if you will. To survive, companies must be authentic: they must grow brands from the heart"

There is an acompanying Corporate Religion website. Allow popups to see a presentation summarising the content of the book from this page or go straight to the presentation. Although it's worth reading the book to get the full context and for all the comparisons with well known companies.

• Available used & new from Amazon.com

-- SamHasler - 12 Aug 2004