Behaviour in an organisation: belonging
This chapter focus on the sense of belonging of an organization members. There are several researches analysing “ … an organizational context a fundamental aspect is that, whatever their role in the organization, employees should be able to understand and use the brand – otherwise how can they live it?” (Ind, 2001:85). Branding is successful when an institute can make sure that their workforce identifies with and have faith in in the product their are creating and advertising. The member of staff needs to develop a sense of fit in the business policies and marketing strategies. The recruitment of a company staff needs to be precise stating its policies as transparent as possible in order to give the employees a sense of trust because “…as we get older it seems that faith is more important to us”. (Einstein:2008, 16). The modern companies realized that a sense of belonging is essential to generate an atmosphere where the workers share similar interest and ideas.
Contemporary business are adapting strategies similar to the church guidelines, “the researchers found that: where many faiths function within a religious economy, a high degree of specialization as well as competition occurs. From this is follows that many independent religious bodies will together be able to attract a much larger proportion of a population that can be the case when only one or very few firms have free access.” (Einstein:2008, 19).
The companies are gathering together to study and analyse the market in order to combine products that can be sold together or relate the need of one merchandise to the other. Researchers and psychologist have been studied the relationship between cults and marketing new products. According to Atkin,
“Cult brands don’t become successful only by celebrating anti-social values and behaviour, like Harley Davidson. Nor does a cult have to appeal to a marginal group of social discontent in order to grow and flourish. (Atkin, 2004, 18) Harley Davidson is the epitome of the American lifestyle that also can help to advertise men shaving products by “…build hype and give customers a way to “live the brand””. (Healey, 2008,41). Brands develop new strategies to advertise an artefact at different times and for a specific time of the year or create a product partnership where they can offer the customers the benefits of the whole package. For example Google’s helps the clients to use other web sites and also benefits itself for being able to get more information at the same time.
It is important to investigate when Culting of brands become so important that the customers becomes believers. It is vital to analyse the consumer that feels she/he is an integral part of the brand, advertising it as if the product was a true relic that needs to be venerate. How can a brand develop it strategies to make sure that the clients follow its new products with the same fidelity? In some cults the member do not question the value that has been preached and this applies to the true expression of devotion of some consumers? How can a brand follow ethical issues and also exploit the gullible? How can religion and the sense of belonging be part of the same equation? According to Ind and Watt (2004), the management team and staffs will participate much better giving their ideas and enticement if only they believe in the company’s ideology and intents. They need to see the results of their contributions. They need to feel valued. The opposite can easily happen, if the employees feel that their ideas are not taken into account they will eventually lose confidence and not participate in the company with new ideas and sometimes start to disregard the companies views. “All of this to say that people may not be attending church of synagogue, they do interact with their form of a higher power on a very consistent basis”. (Einstein: 2008, 16)
“The sacred and profane are being bound by...