In Corporate Religion , Jesper Kunde maps out not just the future of branding, but of management and the whole business shebang. In Corporate Religion , Jesper Kunde maps out not just the future of branding, but of management and the whole business shebang. Authenticity equals brand heaven.
Customers buy the company and everything it stands for.
So the company must be able to define itself in a connected and coherent way. The word religion derives from the Latin religare - to bind something together in a common expression. Corporate Religion is that which expresses the soul of a company and supports the building of a strong market position. In order to make a Corporate Religion come alive you have to describe your internal organization as well as your external market. These internal values create an internal movement which delivers the whole heart and soul of the company.