great businesses are driven by values

IDEA 4 INSIGHT The Commonwealth Bank of Australia and Optus Telecommunications have two things in common: ‘Integrity’ as one of their core values Behaviour not readily associated with integrity Despite having ‘integrity’ as a core value, the Commonwealth Bank has experienced a number of scandals including those related to superannuation, insurance, lending practises and money […]

IDEA 4 INSIGHT The Commonwealth Bank of Australia and Optus Telecommunications have two things in common: ‘Integrity’ as one of their core values Behaviour not readily associated with integrity Despite having ‘integrity’ as a core value, the Commonwealth Bank has experienced a number of scandals including those related to superannuation, insurance, lending practises and money laundering and is now fronting a potentially embarrassing Royal Commission explaining behaviour that many people, might not readily associate with integrity. Other values of the Commonwealth Bank include, accountability, service, collaboration and excellence. Recent media reports could lead to questioning of the extent to which these values are reflected in behaviour. Despite having ‘integrity’ as a core value, in 2011, Optus was fined $5.26 million for misleading advertising, a behaviour few would readily associate with integrity, especially given that advertising is an entirely planned process. In 2015, Optus was fined $51,000 for alleged false and…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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