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Core Values as the Basis for the Company's Reputation and Brand Equity Builder

Business and Marketing Strategy connectivity is how a company can embody its values in the customer experiences. Oksana asked the members of the Forbes Agency Council community how to build such alignment. The fundamental approaches include


  • taking an inclusive approach,

  • incorporating compelling storytelling,

  • practicing values,

  • making them memorable,

  • reviewing operational changes through values and

  • frequent and effective values communication by senior management. 



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