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The organizing power of a strong brand identity

We used to think that good management was required for a company to excel. Now we are coming to realize that a purpose—executed in products that represent a clear realization of that purpose—is the kernel of a great organization. 

Medium: Organizational strategies for coping with complexity, 2015-Dec-3 by Adrian Ho

...Increasingly the role of a brand, brand purpose and brand experience principles, are to guide actions and decisions inside a company more than to shape the perceptions of customers outside the company. A brand creates an emotional framework for understanding what is right and what is not within the context of how that company behaves. It establishes a higher order goal under which many smaller goals can and should live. It also creates a series of cultural conventions which bind employees together creating more alignment than can be gained through structure and process alone.