A Quote for the Day from B. J. Cunningham, from the book Corporate Religion

Companies can be viewed like people.  Each one of us can be seen as being made up of three separate perspectives – how we perceive ourselves, how others perceive us and how we want to be perceived.  The more integrated the three separate perspectives, the stronger we are.  Companies are the same…  How a company sees itself is its internal culture or religion.  How others see it is its external market position or brand persona, its brand promise.  How a company wants to be perceived is the company’s mission. 
• B. J. Cunningham, from the introduction to Corporate Religion by Jesper Kunde.