The Culture – Brand Continuum INSIGHT The Commonwealth Bank of Australia and Optus Telecommunications have two things in common: ‘Integrity’ as one of their core values Behaviour not readily associated with integrity Despite having ‘integrity’ as a core value, the Commonwealth Bank has experienced a number of scandals including those related to superannuation, insurance, lending […]

The Culture – Brand Continuum INSIGHT The Commonwealth Bank of Australia and Optus Telecommunications have two things in common: ‘Integrity’ as one of their core values Behaviour not readily associated with integrity Despite having ‘integrity’ as a core value, the Commonwealth Bank has experienced a number of scandals including those related to superannuation, insurance, lending practises and money laundering and is now fronting a potentially embarrassing Royal Commission explaining behaviour that many people, might not readily associate with integrity. Other values of the Commonwealth Bank include, accountability, service, collaboration and excellence. Recent media reports could lead to questioning of the extent to which these values are reflected in behaviour. Despite having ‘integrity’ as a core value, in 2011, Optus was fined $5.26 million for misleading advertising, a behaviour few would readily associate with integrity, especially given that advertising is an entirely planned process. In 2015, Optus was fined $51,000 for…