requirements of an ethical brand

It is one thing to recognise the importance of developing an ethical brand, but quite another thing to do it. This missive looks at critical issues in terms of creating an ethical brand.    Stop using workshops to identify values. Have you ever sat down twelve months later and objectively assessed the outcomes of last […]

It is one thing to recognise the importance of developing an ethical brand, but quite another thing to do it. This missive looks at critical issues in terms of creating an ethical brand.    Stop using workshops to identify values. Have you ever sat down twelve months later and objectively assessed the outcomes of last year’s strategic planning workshop? Unfortunately, too few people have. If they had, they might not schedule this year’s workshop – recognising that it would be a waste of time – or at best an inefficient team-building exercise. In my not inconsiderable experience, while strategic planning sessions can deliver productive outcomes – they rarely do.One of the most misguided exercises in a strategic planning workshop involves the development of core values. Core values have been defined as – ‘principles or beliefs that a person or organisation views as being of central importance.’ Core values lie at…

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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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