For companies to excel, internal branding comes first

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During a recent visit to China Jianyin Investment on Sep. 20, 2011, our co-CEO David Srere was welcomed by the company’s President Mulun Zhang and Deputy President Zhihong Liu. They discussed how financial brands should reestablish their reputation after the recent crisis. Sharing insights on stories from traditional consumer brands, both agreed that branding should first occur internally, rather than externally. This approach is the only way to ensure consistent and continuous delivery of the brand story.

From left to right – Co-President and CEO David Srere, Senior Strategist Holly Yunhe Shi, Manager Yu Xie, President Mulun Zhang

Warren Wang is managing director, China for Siegel+Gale.

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