Dos and Don'ts of Branding
http://www.iabc.com/cwb/archive/2003/0203/dos.htm

Riese, Tracey G.
Communication World Bulletin
2003

Abstract:

Corporate brands are built by countless interactions between people - customers and clients, suppliers and distributors, shareholders and communities, and one another. If your brand does not reflect your people in a way that makes them proud and passionate, they will not deliver the brand experience in the marketplace. Some do's and don'ts for corporate branding.