Symbolic: a brand re-fresh but no discernible change in the operating beliefs, attitudes or behaviour of the firm’s leadership.

Meaningful: a new brand or umbrella brand that is manifest in a discernible change in the operating beliefs, attitudes and behaviour of the organisation’s leadership that results in improved conditions for customers, shareholders, employees, business partners and so on.

Which category exemplifies your organisation?

I have to laugh the number of times a new brand is triumphantly launched, only to witness a President, CEO or Managing Director, fail to return calls or emails in a timely manner, drums up weak excuses, berate his or her subordinates and press me for new business growth opportunities. “People love our new brand, you know!”