The Purpose of Purpose: Company Values and Brand Values
Innovatively disruptive. Creatively courageous. Relentlessly customer-centric. Adverbially adjectival.
Sitting alongside “purpose” in many brand-strategy frameworks is a section for “values”. Unlike with company and brand purposes, the distinction between company values and brand values is much clearer. But I do still see it causing confusion, especially when people don’t realise there is any distinction at all.
Company values are internal and describe th…
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