Making the link between brand management and organisational development is where the Institute excels. If a company is to be made fit for the future, this inevitably means that certain processes of change have to be initiated. These may, for example, involve reforming vital points of contact of the brand, the reallocation of resources, the fostering of new capabilities, the development of new products or a rethink of training procedures. A realignment of the brand necessarily impacts on the organisation and therefore on management and staff. In any case, it is absolutely essential that staff and management alike identify with the brand content.

Well-founded organisational development plays a decisive role in the effective direction of a company's development processes. This concerns, for example, issues such as the capacity of a company to learn and adapt, the correct design for the process of change (road map, structure etc) and the appropriate degree of staff integration, issues surrounding the direction of project groups, monitoring progress and dissemination of information.