The brands that transcend are those that achieve a dynamic balance between long and short term, rationality and creativity. Is your brand on this path?
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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.
For brands, it is important to be where their customers are, talk to them and learn from them but these actions are not accomplished only with digital transformations
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
You may be interested on reading what others have to say about B Corp™, especially the media
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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
