Where is organizational culture in all this?

BrandXpress writes on criteria for healthy brands and consistency as the most important aspect of successful branding. I miss the factor organizational culture in all of this. Is it not important? Is it overlooked? Is it implicitly assumed? Is it not understood?

Some time ago I posted on Naïve views on Internal Branding. Alternative authors to the one I mentioned there are Hatch and Schultz. Their toolkit is interesting, but so are their publications.They take culture into consideration. They also voice their opinions about the simplistic approaches branding professionals and consultants take.

Interestingly enough when searching Technorati there are no hits when looking for these two ladies (their last names) and either “corporate branding”, “corporate culture” or “branding” in “all blogs”. I can hardly believe that to be true, but apparently their insights have not gone beyond the world of academics. Even though they put the culture into branding.