1. What if values and value concepts change?
In traditional companies, we occasionally encounter an ambiguous situation regarding corporate values and/or brand values. Many of these companies are currently reevaluating their values because the world outside is changing rapidly, and this must be reflected in our value system. Many companies derive their concept of corporate values, which also mirror their own corporate culture. In this transformation, it is often about both a cultural shift and a change in customer perception, that is, brand perception.
So, what do the changed values now reflect? Does the result still describe "our corporate values" or are these now "our brand values"? And what is the difference, or is it all just a matter of nomenclature?
2. Why not coexistence of corporate and brand values?
Some companies avoid making this decision and opt for coexistence or perhaps end up simply in a state of coexistence of corporate values and brand values. The justification:
"One concept focuses more on our culture, and the other concept is for marketing."
What appears plausible at first glance sometimes leads to confusion. In the B2B business, the attitude of the employees is both an expression of the established corporate culture and a significant driver of brand perception. But which concept matters if both are not consolidated?
Can well-established corporate values simply be replaced by new brand values? What happens to our credibility if we suddenly start talking about brand and brand values?
What are your experiences?
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