STAND FOR SOMETHING AND MAKE SOME ENEMIES The best brands stand for something – they have values that their primary target markets relate to. According to Tim Cook, the Apple values include; We’re on the face of the Earth to make great products. We deliver simple, not the complex. We own and control the primary […]

STAND FOR SOMETHING AND MAKE SOME ENEMIES The best brands stand for something – they have values that their primary target markets relate to. According to Tim Cook, the Apple values include; We’re on the face of the Earth to make great products. We deliver simple, not the complex. We own and control the primary technologies behind our products. We participate only in markets where we can make a significant contribution According to Ikea, its values include:   Humbleness and willpower. Leadership by example. Daring to be different. Togetherness and enthusiasm. Cost-consciousness. Constant desire for renewal. Accept and delegate responsibility According to Richard Branson the Virgin key values include: We think customer we lead the way we do the right thing we are determined to deliver together we make the difference These are values their target markets engage with more than the values of the competition. These are values that…