From the beginnings of human social order, there have been rules to guide conduct. People, defined by their laws, are distinct from another people. So it is in businesses. The rules of conduct both expressed in written and spoken language and in the loud “silence” of career advancements and eyebrow frowns, are often firmly fixed. These seemingly immutable artifacts of founders, history, stories, heroes and failures are the icons of the organization’s internal identity. They are quickly encountered by all newcomers, learned by successful initiates and mastered by long-term participants. An organization’s culture, shaped so invisibly by often inadequately defined forces are both inspiration and risk to Brand, it’s external counterpart.