The principle of your brand is more important than its values and you should stick to it at all costs so as not to alienate customers. They watch that sort of thing when deciding which companies to patronize. This gives reasons why principle is paramount. It is great business advice.
- Many brands seem not to have connected the brand DNA with the business realities
- Brands should decide who they do business with and what they will and will not tolerate
- The realities of behaving in ways that are consistent with what the brand says it stands for are low
“According to a recent EY Beacon Institute and Harvard Business Review study, 85 percent strongly agree that they are more likely to recommend a company with strong purpose and 84 percent strongly agree that business transformation efforts will have greater success if integrated with purpose.”