The royal wedding reminds ushow a brand is created and brought to life by people.
An international organizationwith 1,200 employees and millions of global customers, the brand of the royalfamily (let's call Trouwjurken it Royal Inc.) is as strong as any in the world. And it'sbuild solely on people.
Kate's smiles and Lange Avondjurken waves, themarried couple's balcony kiss, the secrecy surrounding the dress and itsdesigner--all well-choreographed personal brand moves that contributed to thecorporate brand.
Played right, like lastFriday, the "brand" with a little b (that of company employees andleaders) can thrive and grow alongside the "Brand" with a big B (theorganization, Royal Inc.).
Did Queen Elizabeth, the85-year-old CEO Trouwjurken 2013 of Royal Inc., agree with all the ideas submitted: employingthe dress designer from a controversial fashion house whose founder killedhimself a year ago, hauling live trees into Westminster Abbey, or allowingPrince William to drive himself and his bride around London in a convertible?Not sure. But, did she approve the moves, knowing if they were executedproperly they'd help Royal Inc. diversify and grow? Bloody right.
No matter what image QueenElizabeth has established over the years, the new duke and duchess of Cambridgeare dusting off and revitalizing Royal Inc.'s brand message.
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