Simon Uwins comments on brands are interesting. Read his full article to get the context.
Given the current projects that I am working on, the following quotes are of interest to me.

Heartbeat

the culture of the company needs to exude a warmth, an emotional electricity whenever and wherever a customer touches it. In other words, it needs a beating heart.

Brand

in today’s connected world, a brand is largely defined by CX (customer experience) (and the sharing of it) rather than by any image created through advertising, however heart-warming it may be. Customers can now sense what the culture behind the brand is really like.

Foundations

Building such a culture is more than just developing internal marketing campaigns. Employees after all are people, and people cannot be programmed or scripted to exude warmth. Rather, in my experience, three essential ingredients have to be in place: Purpose, Desire, and Belief.

Click through to Simons blog post on Why every brand needs a heartbeat.