Comments on: Why Brand Principles Supersede Brand Values

By: Prof Anjan Bhattacharjee

Prof Anjan Bhattacharjee — Sat, 15 Apr 2017 02:27:45 +0000

I think there is a conceptual crisis here on Business operating/transactions principles and the BRAND owned by the
organization. Brand is a symbol of differentiated quality of goods or services offered by a business entity in the market
for consumers to choose among competitors. Principles of business is the guideline under which BRAND is created.
It is lack of Principles of organization behind the brand vitiates involvement without judging the image or activities
of buyers in doing business. The confusion of Brand value and its principles as claimed will vitiate the source of the
problem and action thereof.

By: Ron Strauss

Ron Strauss — Mon, 10 Apr 2017 15:43:39 +0000

Small nit to pick: principles often are values. Values are defined as beliefs, ideals, principals and standards that guide our decision-making and behaviors. A better word than principals would be guidelines.

Brand values only have meaning when they are translated into actions via Governance and Action Plans. The organization needs guidelines on how to do so, so that the brand (brand values) becomes the ‘invisible hand’ managing the organization.

By: Steven Howard

Steven Howard — Mon, 10 Apr 2017 14:10:09 +0000

Excellent article. Another great case study is Volkswagen. The automaker had a General Conduct Requirements book that included the following:

The reputation of Volkswagen is determined in large part by the demeanor, actions and behavior of each individual employee. Inappropriate behavior by just one employee can cause serious damage to the organization.

Wonderful words. But apparently not enougyh to spur any employee to go against an entrenched code of silence culture prevalent throughout the organization.

It’s a shame they didn’t have an additional line in their corporate standards brochure:

Appropriate behavior by any one employee can prevent serious damage to the organization.