Nearly 300 companies researched and catalogued around the world and more insights are captured every month. What are the lessons and best practices? There are many, and my latest book, ‘Competitive Success-How Branding Adds Value’, discusses them in detail. But let’s begin at the beginning. Great companies that lead their industries and markets have a profound sense of their Destiny. They understand not just why they exist, but that the answer to that question determines whether they succeed. Understanding one’s Destiny is complicated and does not lend itself to glib slogans or superficial mission statements. But there are several factors that help companies determine their Destiny: having an ultimate dream: knowing how to create value; living by clear values; and understanding the company/brand’s personality. Time and again, these factors were clearly understood, articulated by and embodied within the practices of the top companies studied. in subsequent posts, I will share more about each of these, and examples. Please feel free to share your examples as well.
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