Building Brand and Reputation in an Organization

The video discusses the differences between brand and reputation, emphasizing that while a brand is a consumer promise, reputation is earned through respect and trust. The organization, named after pioneer Marie Stopes, has a strong global presence but faced challenges in Australia, leading to the creation of the Dr Marie brand to appeal to younger consumers. The video also covers strategies for building a robust reputation, the importance of digital media in communication, and the role of staff in maintaining brand consistency. It concludes with insights into crisis management and future goals for brand evolution.

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