It is one thing to recognise the importance of developing an ethical brand, but quite another thing to do it. This missive looks at critical issues in terms of creating an ethical brand.    Stop using workshops to identify values. Have you ever sat down twelve months later and objectively assessed the outcomes of last […]

It is one thing to recognise the importance of developing an ethical brand, but quite another thing to do it. This missive looks at critical issues in terms of creating an ethical brand.    Stop using workshops to identify values. Have you ever sat down twelve months later and objectively assessed the outcomes of last year’s strategic planning workshop? Unfortunately, too few people have. If they had, they might not schedule this year’s workshop – recognising that it would be a waste of time – or at best an inefficient team-building exercise. In my not inconsiderable experience, while strategic planning sessions can deliver productive outcomes – they rarely do.One of the most misguided exercises in a strategic planning workshop involves the development of core values. Core values have been defined as – ‘principles or beliefs that a person or organisation views as being of central importance.’ Core values lie at…