"Who are you? Why are you here? How are you unique?" Tom Peters

Brand Inside:Brand Outside

As you know, Steve Yastrow is an old friend, and he is making his second appearance as a Cool Friend. He and Erik talk about his new book, We: The Ideal Customer Relationship. Steve says that if your customer thinks of the relationship you share as a "we" relationship, rather than as "us and them," all things are possible. Find out more by reading his Cool Friends interview here. Or—something new!—listen instead: Full-length Steve Interview (MP3), or
3 Things from Steve (MP3)

View our Archives for past interviews.

Blog Roll

800-CEO-Read
Ageless Marketing
andHow To Reach Women
Katya Andresen
Tom Asacker
Asia Business Intel
Jordan Ayan
Martha Barletta
Dave Barry
Ed Batista
Becker-Posner
BeeLog
Bigger Isn't Always Better
The Bing Blog
Bird's Eye View
Blog Business Summit
Blog Critics
John Bogle
BoingBoing
Boomer411
Brand Autopsy
BusinessPundit
BW Brand New Day
BW Deal Flow
BW Management IQ
BW The Tech Beat
Cali and Jody
Change This
Church of the Customer
Clear Path International
Cooking for Engineers
Core77
Coudal Partners
Creating Passionate Users
Mark Cuban
design*sponge
Jory Des Jardins
Betsy Devine
Don the Idea Guy
Dooce
Down the Avenue
Daniel W. Drezner
Esther Dyson
eHub
English Cut
Enterprise Media
Escapable Logic
Evhead
Steve Farber
Fast Company
Fast Lane
Brad Feld
The Fischbowl
Richard Florida
Ze Frank
Freakonomics
Free Business Tips
Gil Friend
gapingvoid
Felix Gerena
Dan Gillmor
Seth Godin
Good Experience
Gothamist
Daniel Harrison
Tom Hayes
Health Beat
Hilgenstock | Sachlichkeit
Sally Hogshead
Hyperthinker
IDEO Eyes Open
iinnovate
Influx Insights
Innovate on Purpose
Instapundit
The Intuitive Life
Isenblog
Eric Jackson
Joi Ito
Rich Karlgaard/Forbes
Josh Kaufman
Guy Kawasaki
Learned on Women
Lawrence Lessig
Martin Lindstrom
Chris Locke
The Long Tail
Made to Stick
John Maeda/SIMPLICITY
David Maister
Management by Baseball
MarketingProfs:DailyFix
Marketing to Boomer Women
Mavericks at Work
The Messaging Times
Metacool
Name Wire
Netwoman
NEXT> by Ramla
Nuts about Southwest
John O'Leary
Personal Branding
Dan Pink
Pink Slip
Play the Game of Life
Pollster
John Porcaro
Virginia Postrel
Power Line
PressThink
PSFK
Pyromarketing
Mitch Ratcliffe
Rattle-the-Cage
Fred Reichheld
re:invention
ResearchBuzz
Rethink Pink
Penelope Trunk
Re-Versioning Your Life
Jennifer Rice
Dan Roam
Kevin Roberts
Evelyn Rodriguez
Scott Rosenberg
Samizdata
Ian Sanders
Tim Sanders
Mary Schmidt
Robert Scoble
Scripting News
Doc Searls
Rajesh Setty
Stephen Shapiro
Signal vs. Noise
Slashdot
Simplicity
Smart Mobs
Sorted Books
Springwise
Startup Garden
Startupping
Biz Stone
Halley Suitt
Andrew Sullivan
Sustainable Work
Bob Sutton
TechCrunch
The Technium
TeeBeeDee
Third Age
Trend Hunter
Trend Watching
Trump University
Trusted Advisor
Twist Image
Fara Warner
Web Worker Daily
David Weinberger
What I've Learned So Far
Wild Women Entrepreneurs
Susan Willett Bird
The Wisdom of Improv
WonderBranding
Wooster Collective
Steve Yastrow

Brand Inside:Brand Outside

As Tom writes in Re-imagine! “Branding is ultimately … about passion … what you care about. It’s about what’s inside—what’s inside you, what’s inside your company … We persist in seeing a brand as the external image of a company, or of a product or service. Instead we must learn that branding goes straight to the heart of an enterprise. Bottom line: Effective Branding is in fact more INTERNAL than EXTERNAL.”

Brand Inside:Brand Outside is a service the Tom Peters Company provides to organizations to ensure the alignment of the internal and external brand. What is at “the heart of an enterprise” is the mission, vision, and values of the organization. We need to be connected to that heart. Who we are on the inside must be consistent with who we are on the outside and consistent with what we are communicating to our customers. Without that connection our brand lacks integrity and wholeness.

Who we are “on the inside” as individuals and as organizations should be:

Uniquely valuable
“Saleably distinct”
Self-packaged but client-defined
Design-savvy
Talent-focused
Project-driven

Brand Inside:Brand Outside is an intervention that is highly customized for each individual client. We have a variety of tools and services to support organizations in creating brand alignment—including an initial assessment (a “BIBO” scorecard), Brand You training programs, and follow-up consulting services. Our aim is always to unleash the full commitment and capability of the workforce to communicate the brand promise to their customers. The results are increased market share, enhanced customer experience, and improved stakeholder value.

Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.
— Tom Chappell

All business processes should be aligned with the Brand/Value Promise. Think…Brand Driven Systems!
— Jesper Kunde

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Brand Inside:Brand Outside