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Brand Values Alignment

Leading brands are always differentiated by their shared values. If the values your brand represents are not aligned to the values of your target customer, no amount of marketing will move them to your brand. Customers build an emotional connection with brands whose values align with their own. This alignment separates brands that lead and brands that follow.

Brand Values Alignment

Why Brand Principles Supersede Brand Values

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Why Brand Principles Supersede Brand Values

It’s all very well having a purpose and brand values, but how have you translated those into actionable principles that guide what you will do and won’t do as a brand?

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Brand Values Alignment

Never Let Go Of Your Brand Values

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Never Let Go Of Your Brand Values

Walter Isaacson’s biography of Steve Jobs exposes two quite different aspects of Jobs’ personality and his management style. At times he could be very hard on people, but he also had a skill, like Walt Disney, for inspiring people to do their best work, evoking performances that may have been otherwise unattainable.

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Brand Values Alignment

Stop Creating Meaningless Brand Values

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Google Brand Values - Don't Be Evil

Alphabet, Google’s self-created holding company on Friday, has decided not to adopt the “Don’t Be Evil” clause in its code of conduct. It’s settling instead on the less distinctive and vague instruction for employees to “do the right thing” effectively choosing not to go down this path as a way of differentiating itself.

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Brand Values Alignment

Google Needs To Search For New Brand Values

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Google Brand Strategy

Google is looking to reposition itself. That was the key takeaway from an interview the company’s co-founder and chief executive Larry Page gave to the Financial Times recently.

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Brand Values Alignment

Brand Relationships Are Built On Shared Values

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This may sound like heresy but the term “brand” has been so over used in the marketing vocabulary that it’s meaning has become – meaningless. Ask a handful of people what a brand is and you’ll get a handful of different answers. Perhaps the word brand has outlived its usefulness?

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