MODERN BRANDS
What’s values got to
do with it
By Michel Hogan
I
n the early 1960s Thomas
Watson, former CEO of IBM,
made the following observation:
“I firmly believe that any
organisation, in order to survive
and achieve success , must have
a sound set of beliefs on which
it premises all its policies and
actions. Next, I believe that the
most important single factor
in corporate success is faithful
adherence to those beliefs...
beliefs must always come
58 ModernBusiness
September 2016
before policies, practices, and
goals. The latter must always be
altered if they are seen to violate
fundamental beliefs.”
The role of core values in building
a business is well recognised
today although when you look at
the actions of many companies
you can probably assemble a very
different list of values to the ones
they say they hold. What isn’t as
well understood or discussed is
the role of values in building a
Brand (something Thomas Watson
also knew a thing or two about).
I’m not talking about that gremlin
hybrid touted by ad agencies
called “Brand values”. I’m talking
about the role your genuine
organisation values play. Because
when it comes down to it, you
don’t have a set of “Brand values”
and a different set of “core values”
you just have your values!