I submit to you that there are three levels of brand values.
Level 1 – “No Values”
Here, you’re saying, “Values are irrelevant – profit is what we’re here for.” You don’t think about your Why; you’re focused on your What and your How.
It’s unimaginative, but at least it’s honest. If you’re up-front about your desire to relieve me of some of the money in my wallet, I can work with you on those terms.
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