Perhaps awareness, or being more aware, is already part of what drives companies to become more sustainable – even though we still have doubts about what it means to be sustainable.
As a strategic business platform, the brand would drive the company towards a new type of financial entity that is part its customer lives
Creating and building a brand requires understanding the need for a tailor-made conversation between people –regardless of their roles, and organisations. It is a question of values and beliefs in a context of wider discussion.
Correctly articulated, the purpose is a strong connection between legacy and aspirations, in which relationship time, emotional intensity, intimacy and reciprocity between organization and people are combined
If a brand is requested to fulfill with what it promises… and people fulfill that promise through their daily work, the company builds trust and increases its value.
Constructing an aim, or owning a brand with a conscience requires leaders who can take this transformation forward.
From a brand-strategy perspective, it is also the ability to detect emerging patterns and help them to take shape that is the key to creating value and obtaining results in a world immersed in this process
To build a strong and long-lasting brand experience requires a personal conversation between people –regardless of their roles, and organisations.
Forget about the values that you have written on the wall of your boardroom and focus on those few that result in observable and measurable behaviours.