The ACID Test™ — a communications tool for leadership teams who want to interact with the whole organisation

Abstract

This paper presents findings from five years of research and experience based learnings on how to design organisations which are aligned around the leadership belief that behaviour = brand = reputation. The methodologies, Brand Alignment and The ACID Test help leadership teams develop this critical asset and bring it to life throughout the organisation. The idea is developed of brand as an action learning core which nurtures the system of relationships a company forms and sets out the argument that a brand's promise should act as an interlinking web of knowledge and as an aligner of cultural values.