CEO Blogging: Yahoo! shows the way… and brand

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ON THE BUS — My friend Chris sent me a link to yesterday’s blog by Yahoo’s new CEO . He said even he was inspired, even though he didn’t work there. (Although if they were smart he would.)

It’s a good read. Not least because it’s a great example of how senior executives can use blogging for both internal and external communications. And lots and lots of companies and communication professionals will look at this with envy.

I have done work for Yahoo! in the past, so I need to be careful. But I am particularly interested in her call-to-action around the brand. Because we have a strong view about that, and I think it’s hard to dispute:

1. Too many people see brand communication as purely external, when it needs to be equally, and even more, focused internally.

2. Brand is viewed as being about attitudes and state-of-mind. But it’s not. It’s operational. And until brand is viewed as a tangible, operational priority no business will get as much out of it as they should.

On top of that operationalising your brand isn’t expensive. In fact, it should be cheaper than some of the other communications plans you have. And far more effective.

And that’s the truth!

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