Building a Sustainable Brand

If you follow this link you will find my keynote presentation for the Sustainable Brands Conference in Rio de Janeiro next week.

My thesis is this: Brand and culture are two sides of the same coin. Therefore, they should reflect the same values. Cultural values represent the side of the coin seen by employees. Brand values are the side of the coin seen by customers. Problems arise when what you see on the inside is not what you see on the outside. In other words, a sustainable brand has an aligned set of internal and external values. There is cultural integrity.

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