Would You Wear That Company's T-Shirt in Public? - Ty Montague - Harvard Business Review
I think this is a critical notion is building your organization's success, the key quote, "A Nike T-shirt signaled membership in the Nike tribe — a tribe that believed in something bigger than shoes or apparel. Nike was fast becoming a religion. Reebok was just a shoe company." This is so much more than just visual branding and it leads to passionate employees and customers which will in turn fuel success.
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