Wednesday, 1 July 2009

Golden Rule for Living Brand Values

Golden rule: Every action a brand takes should reflect one of its values, and never contravene any of them.

BJ Cunningham, creator of Enlightened Tobacco Company' Death Cigarretes (now in director of shoe brand Georgina Goodhan), quoted in Brand Management, Summer 09

Also: the CEO should be at the bottom of the (upside-down) pyramid not the top. But still a god, so like Atlas holding up the world not Zeus ruling from above.

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