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We constantly ask public sector organisation to be more efficient and learn lessons from the private sector. Then, whenever a public sector organisation acts like a private sector organisation, somebody take a cheap shot, and the whining starts. Every organisation has a brand, the only real choice for a chief executive is whether they decide to manage it or not. Public sector organisations that manage their brand tend to have a better relationship with their staff and the public they serve. In the private sector, organisations that manage their brand tend to succeed. The opposites also tends to apply in both sectors.