Interestingly there is seldom consensus among leadership on what their brand stands for. One of the first questions that we ask clients is what they believe their brand stands for. Without exception, we get as many different responses as the

Understanding How Brand Works The cornerstones of most organizations are their Vision and Mission statements. Not everyone agrees, however, on what the difference is between them. Which is more foundational? Is it necessary to have both rather than just one?

Honesty is not a Core Value, but it could certainly be part of a larger set of Universal Values. Innovation is not a Core Value, although it might be part of an Industry set of values where innovative thinking is critical to