What is branding, and what can it do in the public sector?
Should it even be called a brand, or identity, and what’s the difference? Could we call it something else?
Is every service a brand, unintentionally or not, or is it a brand when actively taking actions to be perceived in a certain manner?
How can a branding process influence culture within a big organization?
How do you ensure commitment and a successful implementation?
How to capture the essence of an organization and reduce it to a few brand value words? To make it fit the past, but still, stretch or strive for a vision. Meaningful, yet flexible.