Can turn your brand inside out

As a die-hard Madonna fan, I was amused to read Richenda Wilson’s article The brand played on (MW July 18). For me, the major attribute of a “Madonna brand” is much less the ability to – frequently and successfully – reinvent an external image, and far more about understanding and building on the brand’s core strengths, being extremely driven and committed, and harnessing the power of that unswerving inner belief to convince the outside world. Madonna is the supreme champion of taking the inside outside (albeit too literally at times!). Any company which can empower its employees to do the same with its brand will surely prove a number one hit with customers.

Pippa Griffin

Writer, brand strategy

Cricket Brand Communications

London WC1A

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