Published: 20 July 2023
Given the ever-changing social climate, brand leaders must know their organization’s commitment to key values, principles and priorities, and the role of these elements within brand identity, to guide strategy, positioning and messaging.
Anorganization’s brand ideology (its commitment to brand values, principles and priorities) is essential to inform strategy, messaging and other critical marketing decisions. Without clarity on your brand approach to these important dimensions, you risk pursuing ineffective strategies or alienating prospects and customers.
A distorted and inaccurate view of their brand profile has led many brand leaders to make misinformed brand strategy decisions.
Brand leaders must appreciate the significance of values and principles within brand identity, given that customers increasingly scrutinize brands’ positions on a variety of political, cultural and ethical issues.
As a brand leader responsible for marketing leadership and strategy,
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