The Idea of Branding

I particularly like Tony's idea of branding- how branding are suppose to be started internally and to get the staffs to buy into the idea first before going out to the world. Logically speaking, we must make sure that the culture and the idea of business is fully personified by the business owners and staffs. And he gives high importance to culture of the organization. Most businesses with good potential struggles to make it big because of lack of culture and it was never given importance. A slight can in that attitude and giving priority to the culture of the people and organization will definitely produce results.
I like the idea of dressing down though!