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Values |
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It's not hard for a brand to be aligned with certain values. Being aligned with the right ones can give a boost to customer loyalty. Values are the things a brand stands for. Customers are generally savvy enough to perceive a brand's values through the behavior of its corporate parent; actions speak louder than PR. Values should be fundamental to a brand's self: they are precisely what keep a brand from being superficial or trivial. Nonetheless, it is not always apparent to customers just what values a brand stands for.
Integrity is commonly espoused, but not always adhered to. Companies can spend years building up an image of integrity, only to see it torn down by a single act of foolishnessfor example, knowingly shipping customers a shoddy product, mistreating workers, hiding financial malfeasance, or polluting the environment. Hypocrisy makes any PR disaster all the more damaging; brand stewards, from the CEO down, must take care always to act on their values, rather than just talking about them.
A commitment to excellence is something else companies talk about, though fewer seem to know how to make excellence a cornerstone of their brand. Tom Peters, the management expert, defined excellence as (among other things) |
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