Core values are the equivalent of the rules of a sport: It would not be a sport if there were no rules. Atlassian has had the same five core values since Scott Farquhar discovered them three years ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Fast Company Executive ...

Most major marketing shifts don’t announce themselves with a press release; they strike with a shock that scatters the chessboard. For the era of brand activism, that moment came in March 2022, when ...

Remaining true to your core values, even in tough financial times, is vital to maintaining a viable, healthy brand in today's economy. Staying committed to founding principles is essential, especially ...

Defining and embodying core brand values is the cornerstone of building a distinctive and positive corporate identity. A consistent brand voice that resonates with your target demographics is ...

When economic or technological uncertainty looms, the first instinct for many businesses is to retreat. The marketing budget is often the first casualty, slashed in the name of caution. But in a ...

Allen Adamson, managing director of the New York office of Landor Associates, writes that it's no secret that consumers will demand value and honesty from their brands and will publicly flail those ...

Revitalizing a brand is as much a science as an art. It requires retaining and enhancing valuable equities, sharpening differentiation, and refocusing positioning prompts prior to, and as a result of, ...