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If you have an organization, you have a brand, whether intentionally defined or not. In part 1 of this discussion with Mark Iorio, Founder of the Mega Group and Co-Founder and Managing Partner of Brand and Culture Alignment Toolkit (BCAT), Tony and Brian discuss what goes into defining your organization’s brand. What are the roles of leadership and others throughout the organization in fostering and shaping that brand? How do those inside the organization deliver on the brand promise? Mark describes the importance of identifying observable behavior changes as you work to build brand alignment.