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Companies are evaluated according to their positive contribution to the greater good. Shareholder value is no longer the main driver. Shared value, instead, is of growing importance. Businesses need to understand the context of history, culture, environment, economy, society and technology in order to be relevant to their audiences.
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Company culture is about values and behaviours. Brand is about purpose and relevance. When we think of the relationship between company culture and brand, we like to describe culture as the oxygen and brand as the activity of breathing.
These two interact and are hard to separate. However, if there is no oxygen, it is impossible to breathe. This is why nurturing company culture is the most important act of leadership.