HOW BRAND VALUES ACTUALLY BUILD A WINNING BRAND

Summary from the TLDR Marketing newsletter

McKinsey has reached $15+ billion in revenue because one of its early leaders created a set of company values and stuck to them. These values matter because, unlike a mission statement, they should be felt by the customer when interacting with a brand. They should also inform the company culture and drive business results. When using values to build a winning brand, leaders need to fully mean it and design operations around it. As the company grows and changes, brands must preserve the values and use them to guide decisions.