COMMITMENT TO THE BRAND PHILOSOPHY

Each and every brand has something that it stands for, a promise on what it seeks to do for clients and its role within the community that it operates in. A commitment to what the brand stands for should ultimately drive all business decisions as the customer will remain the centre of what the brand stands for.

This is the ideal and the lens that all decisions should be made, not profitability and shareholder value. We have seen it many times over that if the client is at the core of all decision making, then ultimately you will remain profitable, drive shareholder value and be the brand that everyone want to work with. The benefits have always been obvious, but this is not the case when it comes to the actual implementation. Marketing should be well represented within the company exco and in boards.

Decisions need to be seen through the lens of the brand commitment and not the commercial considerations.

All employees of a company need to understand the brand commitment, and all need to be fully committed to it above everything else.