Brands must never be used like pretty wrapping paper – to attract talent and customers with shiny promises who are then disappointed when they look behind the curtain and realise it’s all a ruse.
Back in the days of Mad Men this could have worked! But with the power of social media today, brand promise has to be delivered.
- Real brands value their team as much as their customers. If not more
- Real brands treat their suppliers as well as their team
- Real brands do what they say
- Real brands are built around the truth, the whole truth and nothing but the truth
