Archive for
March, 2011

Is there such a thing as “brand ethics?”

Think about it this way, a company’s brand is really its relationship with its customers. (RELATIONSHIP) Generally, we define a brand in terms of key attributes, personality, positioning and promise. Key attributes and personality are about how your brand behaves and how your customers experience your brand. Positioning is how your brand is perceived vis-à-vis your competition and promise is what your customers get when they consume your brand. As you can see, a brand has a number of human attributes, and ethics are, in fact, just another of those.