You're either building the brand or killing the brand and nothing is neutral. The brand, as a tangible expression of a top performing culture, comes to life when its elements - including the mission - are taken off the wall and put into daily action at all levels and through all individuals in the organization. This occurs, and is measured through, what David calls "ABI" - the Audit of Brand Integrity - are we living our brand? In this book, Preventing BrandSlaughter, David Corbin outlines, in the form of a parable - the story of Reliant Hospital - how essential brand is to the foundational...