Recreating a purpose not only starts from the company towards its external audiences, but also it’s the result of understanding external demands which drive the evolution of “why” the company exists
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.
Only by understanding the patterns making up the essence of the brand itself can its abilities and potential be known
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.
How to raise the profile of the arts and create value for the cultural ecosystem: public, artists, patrons and employees, from the brand point of view.