When the CEO of online retailer Zappos.com blogged “Your Culture is Brand”, it quickly went viral. He argued that company culture and branding were “two sides of the same coin,” with company culture driving internal and external perceptions of a brand. “Our belief is that if you get the culture right, most of the other stuff – like great customer service, or building a great long-term brand, or passionate employees and customers – will happen naturally on its own”, he wrote.
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