Values to power brand positioning – and more.
In our last post, we talked about the importance of values for businesses. Strong values create the foundation for a company’s purpose, brand positioning, product strategy, and culture. Identifying and communicating those values to your customers, employees and other constituents can have a galvanizing, energizing effect on businesses. In Jim Stengel’s excellent book GROW, he […]
Do brand values really matter?
David Lazarus of the LA Times recently derided the idea that corporations should operate based on a set of core values. He writes, “This kabuki play of corporate values is little more than feel-good propaganda, which may be beneficial from a team-building or marketing perspective, but has nothing to do with a business’ day-to-day operations.” […]