Rethinking brand strategy: operating principles vs values

Building ‘operating principles’ for brand strategy over specific ‘brand values’ can offer more flexibility to marketers.

When sailing to distant shores, operating principles are often more useful than brand values.

“An interesting... idea [is] that leadership teams must share common beliefs and values. This is now a frequent demand… One would hope that the experience of North Korea would have cured people of the idea that forcing everyone to believ

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