Does brand build culture, or is it the other way around?

A classic push-pull between functions and narratives creates real risk to business strategy. Tim Riches explains.

The lines between company brand strategy and culture shaping have become increasingly blurred.

In today’s market, 50 per cent of ‘brand’ projects now include a culture component – from an EVP (Employee Value Proposition) to the defining of purpose, values or mission. This is a noticeable change over the last few years.

This shines a light on a classic debate: does culture build brand or is it the other way around?

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Read the full article on AdNews 

Tim Riches is Group Strategy Director & Principal at Principals.

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