Brand Bible?

What should be determined immediately is if "brand bible" is just being used as a cute term for core policies and procedures or do they really mean "Brand Bible." The concept of using the term brand bible conveys that this document is the foundation or reference for belief, trust and faith. Inherent with the behavior, attitude, attained skills, knowledge and experience that are associated with belief, trust and faith there is the assumption that the business will grow in power, strength and resilience. However, this is faulty logic if there has been no process through which the brand bible has been proven as the source of strength as in Bible. In the absence of a profession of belief and faith by the rank and file employees and managers who are integral to the strength in the mystical powers of branding the use of the term bible is very assumptive. Actually, a safer presumption would be that all those exposed to the brand bible the first time will have doubt or even cynicism.  To finish reading this article click here.