balanced brand
Balanced Brand is about the powerful idea of aligning corporations with the personal values of key stakeholders, to achieve long-term growth and sustainability.
"John Foley has tackled corporate reputation and corporate brand in an insightful way that shows the difference between them and strength they bring each other. The Balanced Brand concept raises the clarity on how to invest corporate assets and should be a useful tool for brand and reputation managers."
– Dean Adams, Former Director Corporate Brand Management, 3M
What is Balanced Brand?
Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community.
Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the Balanced Brand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. Balanced Brand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.